Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry
Autor(a) principal: | |
---|---|
Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/17049 |
Resumo: | The objective of this thesis is to measure and analyze the customer satisfaction level in Ginásio Clube Português, by understanding the key determinants and consequences of customer satisfaction. After an exponential growth both in revenues and in number of clients between 1998 and 2011, Ginásio Clube Português is losing competitive edge due to the increasing competition in the high-end and low-cost markets as well as due to the effects of the economic downturn. Aiming to ensure that revenues are greater than costs as well as to increase the market share in the Portuguese fitness industry, José Carlos Reis (CEO) is adopting cost containment policies since it has been difficult to raise revenues and, at the same time, investing in a market expansion growth strategy, often called market development strategy. With these purposes in mind, José Carlos Reis would like to know which is the effect of the satisfaction of the most valuable asset of the company, the client, on GCP’s financial performance as well as its effect in other metrics as: service quality, service value, customer loyalty and word of mouth. Bearing in mind the literature review, in order to be successful in the market is not sufficient to attract new customers. José Carlos Reis must concentrate in retaining existing ones, through the implementation of effective policies of customer satisfaction and loyalty which will result in a greater profitability for the business and sustainability in the future. The main conclusions drawn from this study are the following: first, clients with a high physical activity level in GCP are more satisfied. Second, perceived service quality and perceived service value have a direct positive effect on customer satisfaction in GCP. Last but not least, customer satisfaction has a direct positive impact on customer loyalty and word-of-mouth. |
id |
RCAP_724a1f51d0be7b1f7583c47ae792cc10 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/17049 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industryDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe objective of this thesis is to measure and analyze the customer satisfaction level in Ginásio Clube Português, by understanding the key determinants and consequences of customer satisfaction. After an exponential growth both in revenues and in number of clients between 1998 and 2011, Ginásio Clube Português is losing competitive edge due to the increasing competition in the high-end and low-cost markets as well as due to the effects of the economic downturn. Aiming to ensure that revenues are greater than costs as well as to increase the market share in the Portuguese fitness industry, José Carlos Reis (CEO) is adopting cost containment policies since it has been difficult to raise revenues and, at the same time, investing in a market expansion growth strategy, often called market development strategy. With these purposes in mind, José Carlos Reis would like to know which is the effect of the satisfaction of the most valuable asset of the company, the client, on GCP’s financial performance as well as its effect in other metrics as: service quality, service value, customer loyalty and word of mouth. Bearing in mind the literature review, in order to be successful in the market is not sufficient to attract new customers. José Carlos Reis must concentrate in retaining existing ones, through the implementation of effective policies of customer satisfaction and loyalty which will result in a greater profitability for the business and sustainability in the future. The main conclusions drawn from this study are the following: first, clients with a high physical activity level in GCP are more satisfied. Second, perceived service quality and perceived service value have a direct positive effect on customer satisfaction in GCP. Last but not least, customer satisfaction has a direct positive impact on customer loyalty and word-of-mouth.Esta tese tem por objectivo medir e analisar o nível de satisfação do cliente no Ginásio Clube Português, através da compreensão tanto dos factores determinantes como das consequências da satisfação do cliente. Depois de um crescimento exponencial, tanto em receitas como em número de clientes entre 1998 e 2011, o Ginásio Clube Português está a perder vantagem competitiva devido ao aumento da concorrência tanto no mercado premium como no low-cost e devido aos efeitos da crise económica. Com o objectivo de garantir que os proveitos são superiores aos custos, bem como de aumentar a quota de mercado na indústria de fitness em Portugal, José Carlos Reis (CEO) está a adoptar políticas de contenção de custos visto que tem sido complicado aumentar as receitas e, ao mesmo tempo, está a investir numa estratégia de desenvolvimento de mercado. Com estes objectivos em mente, José Carlos Reis gostaria de saber qual é o efeito da satisfação do bem mais valioso da empresa, o cliente, no desempenho financeiro do GCP bem como o seu efeito noutras métricas como: qualidade do serviço, valor do serviço, fidelização do cliente e marketing “boca-a- boca”. Tendo em consideração a revisão da literatura, para ser bem-sucedido no mercado não é suficiente atrair novos clientes. José Carlos Reis deve concentrar-se na manutenção dos clientes existentes que resultará numa maior rentabilidade para o negócio e sustentabilidade futura, e isto deve ser feito através da implementação de políticas de satisfação e fidelização de clientes eficientes. As principais conclusões deste estudo são as seguintes: em primeiro lugar, os clientes que praticam actividade física mais regularmente no GCP encontram-se mais satisfeitos. Em segundo lugar, tanto a qualidade como o valor percebido do serviço têm um efeito positivo na satisfação do cliente GCP. Por último, a satisfação do cliente tem um impacto positivo na tanto na fidelização como no marketing “boca-a-boca”.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaAlves, Guilherme Fernandes Rito2015-03-30T09:13:24Z2015-02-0920152015-02-09T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17049TID:201170612enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-23T01:39:21Zoai:repositorio.ucp.pt:10400.14/17049Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:18.456947Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
title |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
spellingShingle |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry Alves, Guilherme Fernandes Rito Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
title_full |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
title_fullStr |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
title_full_unstemmed |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
title_sort |
Ginásio Clube Português (GCP) : measuring customer satisfaction in services industry |
author |
Alves, Guilherme Fernandes Rito |
author_facet |
Alves, Guilherme Fernandes Rito |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Alves, Guilherme Fernandes Rito |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The objective of this thesis is to measure and analyze the customer satisfaction level in Ginásio Clube Português, by understanding the key determinants and consequences of customer satisfaction. After an exponential growth both in revenues and in number of clients between 1998 and 2011, Ginásio Clube Português is losing competitive edge due to the increasing competition in the high-end and low-cost markets as well as due to the effects of the economic downturn. Aiming to ensure that revenues are greater than costs as well as to increase the market share in the Portuguese fitness industry, José Carlos Reis (CEO) is adopting cost containment policies since it has been difficult to raise revenues and, at the same time, investing in a market expansion growth strategy, often called market development strategy. With these purposes in mind, José Carlos Reis would like to know which is the effect of the satisfaction of the most valuable asset of the company, the client, on GCP’s financial performance as well as its effect in other metrics as: service quality, service value, customer loyalty and word of mouth. Bearing in mind the literature review, in order to be successful in the market is not sufficient to attract new customers. José Carlos Reis must concentrate in retaining existing ones, through the implementation of effective policies of customer satisfaction and loyalty which will result in a greater profitability for the business and sustainability in the future. The main conclusions drawn from this study are the following: first, clients with a high physical activity level in GCP are more satisfied. Second, perceived service quality and perceived service value have a direct positive effect on customer satisfaction in GCP. Last but not least, customer satisfaction has a direct positive impact on customer loyalty and word-of-mouth. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-03-30T09:13:24Z 2015-02-09 2015 2015-02-09T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/17049 TID:201170612 |
url |
http://hdl.handle.net/10400.14/17049 |
identifier_str_mv |
TID:201170612 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131821984710656 |