La percepción de calidad y fidelidad en clientes de centros de fitness low cost

  1. Jerónimo García Fernández 1
  2. Jesús Fernández Gavira 1
  3. Ainara Bernal García 1
  1. 1 Universidad de Sevilla, España
Journal:
Suma Psicológica

ISSN: 0121-4381

Year of publication: 2014

Volume: 21

Issue: 2

Pages: 123-130

Type: Article

DOI: 10.1016/S0121-4381(14)70015-3 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Suma Psicológica

Abstract

The low-cost approach is a current trend, which has recently become the vogue in the fitness industry, with its frequent use of the new information and communication technologies. However, due to the novelty this approach, it is unknown how customers perceive their services and the type of customers who will use these sports facilities. The aim of this study is to analyze quality perception and future behavioral intentions of low-cost fitness centers customers, as well as to examine whether there are significant differences in sociodemographic characteristics, and the use of Facebook and the Internet. To this effect, a study was conducted on a sample of 1279 users of low-cost fitness centers (692 women and 587 men), and an analysis was performed using exploratory factor analysis, reliability analysis, t test, and analysis of variance (ANOVA). The results show reliable and valid scales of perceived service quality and loyalty, and the existence of significant differences in the dimensions studied in terms of gender, age, permanence, use of Facebook and use of the Internet. These findings show the importance of good service management, as well as proper management of the new information and communication technologies.

Bibliographic References

  • Afthinos, Y., Theodorakis, N., & Nassis, P. (2005). Customers’ expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences. Managing Service Quality, 15, 245-258. doi: 10.1108/09604520510597809
  • Águila, C., Sicilia, A., Muyor, J.M., & Orta, A. (2009). Cultura posmoderna y perfiles de práctica en los centros deportivos municipales. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 9, 81-95.
  • Al-Alak, B.A. (2010). Impact of marketing actions on relationship quality in the health and fitness sector in Jordan and its implications for social marketing: A field/analytical study. Social Marketing Quarterly, 16, 70-93. doi: 10.1080/15245001003746733
  • Alexandris, K., Zahariadis, P., Tsorbatzoudis, C., & Grouios, G. (2004). An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context. European Sport Management Quarterly, 4, 36-52. doi: 10.1080/16184740408737466
  • Athanasopoulou, P., & Kalogeropoulou, D. (2013). Relationship quality in sports: a study in football teams and fitness centres. Sport, Business and Management: An International Journal, 3, 100- 117. doi: 10.1108/20426781311325041
  • Avourdiadou, S., & García, J. (2014). How relationships between service quality and satisfaction are formed among participants from nearby cultures. International Journal of Scientific Research, 3, 326-328. doi: 10.15373/22778179
  • Baker, D.A., & Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27, 785-804. doi: 10.1016/S0160-7383(99)00108-5
  • Barros, C., & Gonçalves, L. (2009). Investigating individual satisfaction in health and fitness training centres. International Journal of Sport Management and Marketing, 5, 384-395. doi: 10.1504/ IJSMM.2009.023367
  • Bitner, M.J., & Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality: The consumer’s voice. En R.T. Rust y R.L. Oliver. (Eds.), Service Quality: New Directions in Theory and Practice (pp. 72-94). London, England: Sage Publications.
  • Bodet, G. (2006). Investigating customer satisfaction in a Health Club Context by an Application of the Tetraclasse Model. European Sport Management Quarterly, 6, 149-165. doi: 10.1080/ 16184740600954148
  • Brady, M.K., & Cronin, J.J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65, 34-49. doi: 10.1509/jmkg.65.3. 34.18334
  • Calabuig, F., Burillo, P., Crespo, J., Mundina, J.J., & Gallardo, L. (2010). Satisfacción, calidad y valor percibido en espectadores de atletismo. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 10, 577-593.
  • Calabuig, F., Molina, N., & Núñez, J. (2012). Una aplicación inicial del modelo tridimensional de calidad de servicios deportivos privados. Journal Sport of Science, 8, 67-81.
  • Calabuig, F., Quintanilla, I., & Mundina, J.J. (2008). La calidad percibida de los servicios deportivos: Diferencias según instalación, género, edad y tipo de usuario en servicios náuticos. Revista Internacional de Ciencias del Deporte, 4, 25-43. doi: 10.5232/ ricyde2008.01003
  • Cheng, K.M., Hsu, C.H., & Huang, C.H. (2012). A Study on the application of 6-Sigma on the enhancement of service quality of fitness club. Quality & Quantity, 46, 705-713. doi: 10.1007/s11135- 010-9424-7
  • Cronin, J.J., Brady, M.K., & Hult, G.T.M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76, 193-218. doi: 10.1016/s0022-4359(00)00028-2
  • Cronin, J.J., & Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68. doi: 10.2307/1252296
  • Delgado, E. (2004). Estado actual de la investigación sobre lealtad de marca: una revisión teórica. Revista de Dirección, Organización y Administración de Empresas, 30, 16-24.
  • Druziani, A. (Ed.) (2012). A difusão do modelo Low Cost no mercado fitness: um modelo de negócios inovador? [Monografía]. Recuperado de http://bdm.bce.unb.br/bitstream/10483/4240/ 1/2012_ AlexandreDruzianiRoque.pdf
  • Escamilla, M.A., & Duque, E.J. (2011). Revisión conceptual de la lealtad en servicios hoteleros. Criterio Libre, 9, 181-202.
  • Ferrand, A., Robinson, L., & Valette-Florence, P. (2010). The intention- to-repurchase paradox: A case of the health and fitness industry. Journal of Sport Management, 24, 83-105.
  • García Ferrando, M., & Llopis, R. (2011). Ideal democrático y bienestar personal. Encuesta sobre los hábitos deportivos en España 2010. Madrid: Consejo Superior de Deportes.
  • García, J., Bernal, A., Lara, A., & Galán, P. (2013). La calidad percibida de servicio y su influencia en la fidelidad de usuarios mayores en centros de fitness públicos. Escritos de Psicología, 6, 26-34. doi: 10.5231/psy.writ.2013.2206
  • García, J., Cepeda, G., & Martín, D. (2012). La satisfacción de clientes y su relación con la percepción de calidad en Centro de Fitness: utilización de la escala CALIDFIT. Revista de Psicología del Deporte, 21, 309-319.
  • Gil, I., Berengue, G., González- Gallarza, M., & Fuentes, M. (2007). Segmentando clientes a partir del valor del servicio. Una aproximación en el contexto de la relación entre empresas. Cuadernos de Economía y Dirección de Empresas, 31, 31-66. doi: 10.1016/s1138-5758(07)70082-8
  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18, 36-44. doi: 10.1108/ EUM0000000004784
  • Hallam, S. (2012). Low Cost fitness. Leisure Management, 32, 66-67.
  • Hill, B., & Christine Green, B. (2012). Repeat participation as a function of program attractiveness, socializing opportunities, loyalty and the sportscape across three sport facility contexts. Sport Management Review,  15, 485-499. doi: 10.1016/j. smr.2012.03.006
  • Howat, G., & Assaker, G. (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Sport Management Review, 16, 268-284. doi: 10.1016/j. smr.2012.10.001
  • Hsueh, Y.S., & Su, J.M. (2013). The relationship among service quality and satisfaction of customers in fitness centers located in Southern Taiwan. Life Science Journal, 10, 2613-2618.
  • Instituto Nacional de Estadística (2013). Proyección de la Población de España a Corto Plazo 2013-2023. Madrid: INE. Recuperado de http://www.ine.es/prensa/np813.pdf
  • Jasinskas, E., Reklaiticne, D., & Svagždicne, B. (2013). Evaluation of service quality in fitness centres. Transformation in Business & Economics, 12, 108-124.
  • Lacey, R. (2012). How customer voice contributes to stronger service provider relationships. Journal of Services Marketing, 26, 137-144. doi: 10.1108/08876041211215293
  • Li, X., & Petrick, J.F. (2010). Towards an integrated model of loyalty formation: The role of quality and value. Leisure Sciences, 32, 201- 221. doi: 10.1080/01490401003709123
  • Lloréns, F.J., & Fuentes, M.M. (2000). Calidad Total: Fundamentos e Implantación. Madrid: Pirámide.
  • Mañas, M.A., Giménez, G., Muyor, J.M., Martínez-Tur, V., & Moliner, C.P. (2008). Los tangibles como predictores de la satisfacción del usuario en servicios deportivos. Psicothema, 20, 243-248.
  • Marandi, E., & Harris, J. (2010). The impact of perceived service provider empathy on customer loyalty: some observations from the health and fitness sector. Managing Leisure, 15, 214-227. doi: 10.1080/13606719.2010.483832
  • Martínez, J.A., & Martínez, L. (2010). La medición de la satisfacción del consumidor de servicios deportivos a través de la lógica borrosa. Revista de Psicología del Deporte, 19, 41-48.
  • Martínez, J.A., & Martínez, L. (2009). La calidad percibida en servicios deportivos; mapas conceptuales de marca. Revista Internacional de Medicina y Ciencias de la Actividad Física y el Deporte, 9, 232-253.
  • Nuviala, A., Grao-Cruces, A., Tamayo, J.A., Nuviala, R., Álvarez, J., & Fernández-Martínez, A. (2013). Diseño y análisis del cuestionario de valoración de servicios deportivos (EPOD2). Revista Internacional de Medicina y Ciencias de la Actividad Física y del Deporte, 13, 419-436.
  • Nuviala, A., Tamayo, J.A., Iranzo, J., & Falcón, D. (2008). Creación, diseño, validación y puesta en práctica de un instrumento de medición de la satisfacción de usuarios de organizaciones que prestan servicios deportivos. Retos, Nuevas tendencias en Educación Física, Deporte y Recreación, 14, 10-16.
  • Nuviala, A., Tamayo, J.A., Nuviala, R., González, J.A., & Fernández, A. (2010). Propiedades psicométricas de la escala de valoración de organizaciones deportivas EPOD. Retos. Nuevas tendencias en Educación Física, Deporte y Recreación, 18, 82-87.
  • Oh, S.H., Lee, H.S., & Kim, S.J. (2011). The effects of service quality and relationship benefits on relationship commitment and customer loyalty in membership fitness club. Journal of Global Scholars of Marketing Science, 21, 115-125. doi: 10.1080/21639159. 2011.9711018
  • Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. doi: 10.2307/1252099
  • Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multi Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64, 12-40. doi: 10.2139/ssrn.882039
  • Pedragosa, V., & Correia, A. (2009). Expectations, satisfaction and loyalty in health and fitness clubs. International Journal of Sport Management and Marketing, 5, 450-464. doi: 10.1504/ijsmm.2009. 023371
  • Reichheld, F. (1996). El efecto lealtad: crecimiento, beneficio y valor último. Barcelona: Ariel.
  • Rial, J., Varela, J., Rial, A., & Real, E. (2010). Modelización y medida de la calidad percibida en centros deportivos: la escala QSport-10. Revista Internacional de Ciencias del Deporte, 18, 57-73. doi: 10.5232/ ricyde2010.01804
  • Setó, D. (2003). La fidelidad del cliente en el ámbito de los servicios: un análisis de la escala “intenciones de comportamiento”. Investigaciones Europeas de Dirección y Economía de la Empresa, 9, 189-204.
  • Suresh, S., & Ravichandran, S. (2011). Understanding wellness center loyalty through lifestyle analysis. Health Marketing Quarterly, 28, 16-37. doi: 10.1080/07359683.2011.545307
  • Theodorakis, N.D., Howat, G., Ko, Y.J., & Avourdiadou, S. (2014). A comparison of service evaluation models in the context of sport and fitness centres in Greece. Managing Leisure, 19, 18-35. doi: 10.1080/13606719.2013.849505
  • Tsitskari, E.I., & Tsitskari, A. (2013). Does satisfaction affect a member’s psychological commitment to a fitness center? Journal of Physical Education and Sport, 13, 522-527. doi: 10.7752/ jpes.2013.04082
  • Ulseth, A.L. (2004). Social integration in modern sport: Commercial fitness centres and voluntary sport clubs. European Sport Management Quarterly, 4, 95-115. doi: 10.1080/16184740408737471
  • Valgo fitness & Sport management (2014). 2.o Informe Valgo. España: Centros Low Cost privados.
  • Valls, J.F. (2010). Reinventar el modelo de negocio para vender más barato. Aproximación al análisis comparado de las estrategias Low Cost. Revista de Contabilidad y Dirección, 11, 11-24.
  • Vila, M. (2010). Competir con estrategias Low Cost. Revista de Contabilidad y Dirección, 11, 25-38.
  • Yacout, O. (2010). Service quality, relational benefits, and customer loyalty in a non-Western context. SAM Advanced Management Journal, 75, 4-22.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22. doi: 10.2307/1251446
  • Zeithaml, V.A., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. doi: 10.2307/1251929
Data source: Dialnet