Variáveis Internas e Externas ao Indivíduo que Influenciam o Comportamento de Retenção de Sócios no Fitness

Abstract

<p>Este estudo tem como objetivo perceber a influência do comportamentos dos consumidores na retenção de sócios no fitness. Foram recolhidos dados numa Rede nacional de fitness, com uma amostra de 2250 sócios, e o tratamento estatístico foi realizado no software SPSS Statistics (v.19.0) através de análise descritiva e inferencial. Na análise descritiva recorreu-se a medidas de localização, dispersão e forma, a tabelas de frequências e diagramas de barras. Os resultados indicam que os inquiridos se dividem relativamente aos gastos por mês no clube. Grande parte dos sócios treina duas vezes por semana; a duração do treino é mais de 90 min; recomendaria o seu GHC e o seu grau de satisfação é elevado. Na análise inferencial recorreu-se à comparação através de testes de Wilcoxon-Mann-Whitney, Kruskal-Wallis e comparações múltiplas de Dunn, concluindo-se que a atitude dos sócios perante a retenção se distingue consoante o género (o feminino apresenta maior retenção), a idade (os mais novos e mais velhos mostram maior retenção) e o comportamento perante a prática (os sócios que têm uma duração de treino maior revelam maior retenção). Os resultados indicam que as organizações de fitness devem apostar no género feminino, já que este apresenta uma retenção superior ao género masculino, os sócios menores de vinte anos e os maiores de sessenta e cinco anos são os que apresentam uma retenção superior e os sócios que referem um treino de maior duração também apresentam uma taxa de retenção maior de quem treina menos tempo.</p><p><strong>DOI: 10.5585/podium.v1i2.25</strong></p

Consumer Behaviour in Fitness Club: Study of the Weekly Frequency of Use, Expectations, Satisfaction and Retention

“…So, comparing our results with other studies we found that in relation to the gender they are not in accordance with most studies [1,4,6], which refer to a higher frequency on females. For example, to Maguire [40] gender is clearly a relevant factor in the fitness market, intervening both in access to and participation in the experiment, showing that the participation rate of women in the fitness market is greater than the participation rate of men [41].…”

“…[4,18]) who reported significant differences between the groups <20 and >20years, with the <20years going less to the gym than those over 20 years old. In this case there are no significant differences between different age groups regarding the frequency with which they go to the club, where all age groups are going mostly 3 or more times a week to the club.…”

“…Because of this, human resources play a key role and should be trained to perform these strategies that may favour the retention [5,20]. Managers should then have a thorough knowledge of customer needs and the abilities to understand, show interest and value the members' interests if they are to have high retention rates [4,25,26]. Thus, fitness club managers should find the best definition and strategies for retention, as this is vital for organizations to evaluate their performance [28].…”

An Actionable Knowledge Discovery System in Regular Sports Services

“…Once one tries to define profiles of behaviors that lead to abandonment, it is necessary to find characteristics or attributes that somehow allow to trace those profiles. Work related to retention in sports services [1,5,[11][12][13] allows systematizing and identifying attributes necessary to characterize users and their behavior, both those who continue to use the services and those who leave, and that can be found in the databases of the computer systems of these facilities: (1) demographic attributes such as age and gender; (2) Attributes related to contracting the service such as contracted frequency, number of months of enrollment and turnover (LTV); (3) Attributes related to frequency such as actual frequency, average frequency and number of days without visiting the premises; (4) Other attributes related to quality of service such as complaints or other manifestations of dissatisfaction, contacts made, assessments of the physical condition or any other type of evaluation.…”

Extracting Actionable Knowledge to Increase Business Utility in Sport Services

“…Once one tries to define profiles of behaviors that lead to abandonment, it is necessary to find characteristics or attributes that somehow allow to trace those profiles. Work related to retention in sports services (Avourdiadou and Theodorakis 2014;Howat and Assaker 2016;Surujlal and Dhurup 2012;Gonçalves 2012;Frota 2011) allows systematizing and identifying attributes necessary to characterize users and their behavior, both those who continue to use the services and those who leave.…”