Calidad y satisfacción en gimnasios y health clubs
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La satisfacción y la calidad del servicio están indirectamente relacionadas con la retención de socios. De este modo, es considerada de extrema importancia que gestores de gimnasios comprendan la percepción de los socios sobre calidad, una vez que es traducida por la evaluación o actitud del servicio que se pretende fidelizar. El objetivo de este estudio fue analizar la influencia de la calidad de los servicios en la satisfacción global de los socios en gimnasios. La muestra estaba compuesta por 172 usuarios de un gimnasio de Beja, Alentejo, Portugal. Fue aplicado un cuestionario con 5 factores: percepción sobre la calidad e imagen del gimnasio; intención de compra y comunicación; comportamiento de reclamación; sensibilidad al precio y tendencia a cambiar; la percepción del precio y, finalmente, la satisfacción global de los socios. Se utilizó la prueba chi-cuadrado (p <0.05). Los resultados revelaron que la mayoría de los socios están "muy satisfechos" con el gimnasio y no se encontraron diferencias significativas entre los géneros, la edad, las cualificaciones académicas y las variables independientes. Sin embargo, se encontraron diferencias significativas (p <0,01) revelando una asociación positiva entre la elevada satisfacción con la calidad de equipamientos, relación calidad-precio y calidad de los servicios y una elevada satisfacción global de los socios. Así, es posible concluir que la calidad percibida está fuertemente relacionada con el alto grado de satisfacción de los socios.
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