Estratégias de atendimento do mercado fitness como objetivo de retenção de clientes

• Autor(a) principal: Notari, Mariana Alves Britto
• Data de Publicação: 2017
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/34963
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Atendimento ao cliente; Retenção de clientes; Marketing de serviço; Marketing de relacionamento; Serviços de saúde; Gestão em fitness; Customer service; Customer retention; Service marketing; Relationship marketing; Health services; Fitness management

The present paper aims to map behavior of former physical activity practitioners in gym academies or physical training studios, as well as to understand the influence between customer service strategies and customer retention. The study will be done through qualitative-quantitative research via questionnaire without the presence of the researcher. The theme’s choice was due to the considerable growth of the fitness sector in Latin America and Brazil, since today our country holds 66% of the fitness market and had an increase of 44% of gym academies from 2009 to 2015 (IRSHA, 2016). Along with the growth of the sector came the need for professionalization once it’s still full of amateurism. It is known that the companies that provide this type of service have the tendency to focus only on the new clients, leaving aside actions to retain old customers. Thus, the conclusion of the study is that the customer service strategies of the gym academies analyzed did not focus on strategies with emphasis on motivation and change of daily habits. Furthermore, the gym academies had no differentials so as to maintain the practitioners, which replaced the physical activity for other activity in their daily lives. The call for physical activity as a primary need is still far from being real in this segment once the marketing develops a great role to build this image