Análise do comportamento do consumidor em relação à qualidade na prestação de serviços em academia de ginástica: estudo de caso

• Autor(a) principal: Freitas, Luís Alberto Garcia
• Data de Publicação: 2003
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/23287
• topic: Prestação de serviços; Comportamento do consumidor; Academias de ginástica; Services provided; Consumer behavior; Gymnassiums; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The search for quality improvement in the consumer services industry has been identified as one of the decisive factors for the success of organizations that operate in this sector. In order for the aspects that generate quality to be implemented, it is necessary to understand what the consumer thinks about a certain product or service, to know which aspects generate satisfaction. Based on this assumption, the present study aimed to analyze the consumer's behavior in relation to the quality of services provided by the gym, and to characterize it, trying to understand their desires and anxieties. To this end, a case study was carried out through exploratory field research involving attendees at a central gym in the city of Londrina, which offers services in the area of gymnastics, weight training and water activities. The sample consisted of 303 individuals, 110 male and 193 female, with an average age of 29.89 ± 10.59 years for men and 29.46 ± 10.23 years for women, who answered a questionnaire. interview through an instrument applied in two ways, through semi-structured questions and the SERVQUAL model (instrument used to assess quality in services). The statistical analysis was descriptive which verified the mean, standard deviation and frequency, by groups of sexual gender and age group. After interpreting the information collected, it was observed that the analyzed Academy presents, in general, a high quality of services, in aspects related to the physical structure, employees and equipment; but the internal factors that make up these aspects, there was a need for improvement. As for the aspect related to Physical Education professionals, there was a lack of confirmation of customer expectations, showing a low level of satisfaction and quality. As a socio-economic characteristic, the population that frequents has a high purchasing power, being largely formed by independent professionals. As for behavioral aspects, the frequency of these occurs for aesthetic reasons, being pointed out as being the preferred activity was weight training, especially in the age groups of 18 to 27 years. The length of stay in the gym is up to 03 months, showing a high turnover. The average frequency is 02 to 03 times a week, 30 to 60 minutes in duration. As for SERVQUAL, it proved to be reliable and easily reproducible in this business sector. After conducting the study, it was found that the academy has a quality of services that meets consumer expectations, but it is also suggested to implement a quality program to improve customer service, as well as in the services provided by the academy, since there is a high turnover and narrow population range served