Predictors of retention and customer loyalty in gyms
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Data de Publicação: | 2018 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Produção Online |
Texto Completo: | https://www.producaoonline.org.br/rpo/article/view/2705 |
Resumo: | Customer loyalty must be viewed as a sustainable and indispensable advantage to the survival of a service organization. For this reason, academics and professionals have been engaged in working on strategies which aim at increasing the perception of service quality and barriers that prevent desertion. The objective of this study was to verify the influence of the perceived quality and the relational barriers to the change in customer loyalty and retention in gyms. The research, which has descriptive nature, was performed in two gymnasiums with a sample n = 228. The dimensions of Quality and Relational Barriers to Change were taken as independent variables and submitted to logistic regression analysis for retention and for loyalty. The results demonstrated that the tangible aspects associated with service are the dimension of quality that most affects loyalty. The predictive study of retention showed the frequency of service utilization as the most important variable associated with repurchasing, followed by empathy. We conclude that quality of service and barriers positively influence loyalty and customer retention although there are different predictors of retention and loyalty. In addition, quality has a greater power of influence than relational barriers, especially regarding loyalty. |
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Predictors of retention and customer loyalty in gymsPreditores de retenção e lealdade de clientes em academias de ginásticaLoyalty. Retention. Service Quality. Barriers to Change. Gyms.Lealdade. Retenção. Qualidade de Serviço. Barreiras à Mudança. Academia de GinásticaCustomer loyalty must be viewed as a sustainable and indispensable advantage to the survival of a service organization. For this reason, academics and professionals have been engaged in working on strategies which aim at increasing the perception of service quality and barriers that prevent desertion. The objective of this study was to verify the influence of the perceived quality and the relational barriers to the change in customer loyalty and retention in gyms. The research, which has descriptive nature, was performed in two gymnasiums with a sample n = 228. The dimensions of Quality and Relational Barriers to Change were taken as independent variables and submitted to logistic regression analysis for retention and for loyalty. The results demonstrated that the tangible aspects associated with service are the dimension of quality that most affects loyalty. The predictive study of retention showed the frequency of service utilization as the most important variable associated with repurchasing, followed by empathy. We conclude that quality of service and barriers positively influence loyalty and customer retention although there are different predictors of retention and loyalty. In addition, quality has a greater power of influence than relational barriers, especially regarding loyalty.A lealdade dos clientes deve ser encarada como uma vantagem sustentável e indispensável à sobrevivência de uma organização de serviços. Por isso, acadêmicos e profissionais têm se engajado nos últimos anos em estratégias voltadas para o aumento na percepção da qualidade do serviço e de barreiras que dificultem o abando precoce dos serviços contratados. O objetivo deste estudo foi verificar a influência da qualidade percebida e das barreiras relacionais à mudança na lealdade e na retenção de clientes em academias de ginástica. A pesquisa, de natureza descritiva, foi realizada em duas academias de ginástica com uma amostra n=228. As dimensões de Qualidade e de Barreiras Relacionais à Mudança foram tomadas como variáveis independentes e submetidas à análise de regressão logística para retenção e para lealdade. Os resultados demonstraram que os aspectos tangíveis associados ao serviço são a dimensão da qualidade que mais afeta a lealdade. O estudo preditivo da retenção apresentou a frequência de utilização do serviço como sendo a variável mais importante associada ao comportamento de recompra, seguido de empatia. Conclui-se que a qualidade de serviço e as barreiras influenciam positivamente na lealdade e na retenção de clientes, embora existam preditores diferentes para a retenção e a lealdade. Além disso, a qualidade tem um maior poder de influência do que as barreiras relacionais, especialmente na lealdade. Associação Brasileira de Engenharia de Produção2018-03-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfvideo/mp4https://www.producaoonline.org.br/rpo/article/view/270510.14488/1676-1901.v18i1.2705Revista Produção Online; Vol. 18 No. 1 (2018); 118-143Revista Produção Online; v. 18 n. 1 (2018); 118-1431676-1901reponame:Revista Produção Onlineinstname:Associação Brasileira de Engenharia de Produção (ABEPRO)instacron:ABEPROporhttps://www.producaoonline.org.br/rpo/article/view/2705/1628https://www.producaoonline.org.br/rpo/article/view/2705/1629Copyright (c) 2018 Revista Produção Onlineinfo:eu-repo/semantics/openAccessArcoverde, David de FrançaAraújo, Marcus Augusto Vasconcelos2018-03-15T12:40:39Zoai:ojs.emnuvens.com.br:article/2705Revistahttp://producaoonline.org.br/rpoPUBhttps://www.producaoonline.org.br/rpo/oai||producaoonline@gmail.com1676-19011676-1901opendoar:2018-03-15T12:40:39Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO)false |
dc.title.none.fl_str_mv |
Predictors of retention and customer loyalty in gyms Preditores de retenção e lealdade de clientes em academias de ginástica |
title |
Predictors of retention and customer loyalty in gyms |
spellingShingle |
Predictors of retention and customer loyalty in gyms Arcoverde, David de França Loyalty. Retention. Service Quality. Barriers to Change. Gyms. Lealdade. Retenção. Qualidade de Serviço. Barreiras à Mudança. Academia de Ginástica |
title_short |
Predictors of retention and customer loyalty in gyms |
title_full |
Predictors of retention and customer loyalty in gyms |
title_fullStr |
Predictors of retention and customer loyalty in gyms |
title_full_unstemmed |
Predictors of retention and customer loyalty in gyms |
title_sort |
Predictors of retention and customer loyalty in gyms |
author |
Arcoverde, David de França |
author_facet |
Arcoverde, David de França Araújo, Marcus Augusto Vasconcelos |
author_role |
author |
author2 |
Araújo, Marcus Augusto Vasconcelos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Arcoverde, David de França Araújo, Marcus Augusto Vasconcelos |
dc.subject.por.fl_str_mv |
Loyalty. Retention. Service Quality. Barriers to Change. Gyms. Lealdade. Retenção. Qualidade de Serviço. Barreiras à Mudança. Academia de Ginástica |
topic |
Loyalty. Retention. Service Quality. Barriers to Change. Gyms. Lealdade. Retenção. Qualidade de Serviço. Barreiras à Mudança. Academia de Ginástica |
description |
Customer loyalty must be viewed as a sustainable and indispensable advantage to the survival of a service organization. For this reason, academics and professionals have been engaged in working on strategies which aim at increasing the perception of service quality and barriers that prevent desertion. The objective of this study was to verify the influence of the perceived quality and the relational barriers to the change in customer loyalty and retention in gyms. The research, which has descriptive nature, was performed in two gymnasiums with a sample n = 228. The dimensions of Quality and Relational Barriers to Change were taken as independent variables and submitted to logistic regression analysis for retention and for loyalty. The results demonstrated that the tangible aspects associated with service are the dimension of quality that most affects loyalty. The predictive study of retention showed the frequency of service utilization as the most important variable associated with repurchasing, followed by empathy. We conclude that quality of service and barriers positively influence loyalty and customer retention although there are different predictors of retention and loyalty. In addition, quality has a greater power of influence than relational barriers, especially regarding loyalty. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-03-15 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/2705 10.14488/1676-1901.v18i1.2705 |
url |
https://www.producaoonline.org.br/rpo/article/view/2705 |
identifier_str_mv |
10.14488/1676-1901.v18i1.2705 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/2705/1628 https://www.producaoonline.org.br/rpo/article/view/2705/1629 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Revista Produção Online info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Revista Produção Online |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf video/mp4 |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
dc.source.none.fl_str_mv |
Revista Produção Online; Vol. 18 No. 1 (2018); 118-143 Revista Produção Online; v. 18 n. 1 (2018); 118-143 1676-1901 reponame:Revista Produção Online instname:Associação Brasileira de Engenharia de Produção (ABEPRO) instacron:ABEPRO |
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Associação Brasileira de Engenharia de Produção (ABEPRO) |
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ABEPRO |
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ABEPRO |
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Revista Produção Online |
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Revista Produção Online |
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Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO) |
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||producaoonline@gmail.com |
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