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Lealdade à marca no mercado de fitness brasileiro: qualidade percebida, consciência da marca e amor à marca como antecedentes

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Thesis
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O sedentarismo mata. A inatividade física é corresponsável por 75,8% dos óbitos no Brasil. Em 2015, as Doenças Crônicas Não Transmissíveis (DCNT) foram responsáveis por três de cada quatro dos óbitos no país. O sedentarismo, a alimentação inadequada e obesidade, bem como o tabagismo, estão no cerne das causas das DCNT. Mais da 54% da população das capitais brasileiras está com excesso de peso. Os jovens e adultos com 15 anos de idade ou mais que não praticavam qualquer tipo de esporte ou atividade física no Brasil somavam 100,5 milhões em 2015. Dentre os motivos para a inatividade, pesquisa feita pelo IBGE aponta “falta de tempo”, “não gostam ou não querem”, “problema financeiro”, “falta de instalação esportiva acessível ou nas proximidades”, “não terem companhia para a praticar o esporte”, e outros. No Brasil, se o sedentarismo fosse reduzido à metade do que hoje se observa, haveria uma economia de US$ 1,14 bilhão dos recursos em saúde. Parte da solução está na atividade física, e entender os motivos pelo “abandono” ao exercício físico regular praticado em academias é o tema da presente dissertação. De caráter quantitativo, buscou-se conhecer a) o impacto da influência dos Grupos de Referência na tomada de decisão do ex-praticante pela não prática da atividade física em academia; b) o impacto da Distorção Seletiva no comportamento do ex-praticante em relação à importância da prática da atividade física em academia; e c) qual importância o ex-praticante confere à distribuição do seu tempo livre para a prática de atividade física em academia. Buscou-se, ainda, inferir sobre a variável moderadora “tempo de permanência em atividade em uma academia” para avaliar o comportamento de abandono. Uma escala para aplicação de Survey foi proposta e aplicada (n=400). De seus resultados, procedeu-se uma análise multivariada para observar ou rechaçar as hipóteses contidas no Modelo Conceitual elaborada pelo autor, constatando que 1) quanto mais (vs. menos) sensível o indivíduo for ao seus Grupos de Referência, maiores (vs. menores) serão suas chances de abandono à academia; 2) que o ex-praticante (vs. praticante) vê a academia como menor (vs. maior) prioridade para a busca de uma vida mais saudável e longeva; e 3) que o ex-praticante prefere dar um destino mais lúdico ao seu tempo discricionário ao invés de frequentar uma academia.
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One of the main objectives of fitness center managers is to obtain high levels of loyalty from the customers of these fitness centers. Within the existing literature on fitness center management, previous research has analyzed the importance of the management variables themselves to determine the behavioral intentions of their customers, ignoring other psychological and sociodemographic aspects and focusing on linear relationship models. Therefore, this study, which aims to analyze the impact of different management variables along with psychological (emotions and subjective well-being) and demographic variables (age and sex) on the satisfaction, perceived value (PV) and future intentions (FI) of 398 users (216 men, aged 18–75, Mean = 35.89 ± 14.53) of a fitness center, intends to fill this gap. In this study, two different methodologies are used, i.e., hierarchical regressions models (HRM) and qualitative comparative analysis (QCA). The data were obtained by means of a self-administered questionnaire composed of 69 items that collected different previously validated scales. Considering HRM, the different models proposed explain 52% of the satisfaction variance, 57% of perceived value and 59% of future intentions. In general, it seems that the management variables are better predictors than subjective well-being, emotions and age or gender since their inclusion does not greatly improve the model’s predictive capacity. As far as QCA analyses are concerned, it seems that none of the conditions are necessary for high or low levels of satisfaction, perceived value or future intentions. On the other hand, based on sufficiency analyses, there seem to be 8 pathways or combinations of conditions leading to high levels of satisfaction and 13 for low levels, 11 combinations leading to high levels of IF and 10 leading to low levels; however, there are 6 combinations of conditions leading to high levels of PV and 5 leading to low levels. In general, some of the pathways consider only the management variables, although many of them consider the importance not only of the management variables but also of the interactions that these may have with emotional aspects and, to a lesser extent, with age and well-being. When comparing both methodologies, it can be observed that the QCA models are more explanatory than the HRM models and that they take into account aspects that seem unimportant when observing linear models (such as emotions or age). However, both methodologies should be considered complementary and used simultaneously since, by focusing on different aspects, enriched results are obtained. The results obtained will enable managers to make more efficient use of available resources to increase user satisfaction.
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CrossFit is a type of high-intensity functional exercise programme in which a type of philosophy of life and competitive sport take place together. This product is created for all kinds of people and interrelates with a diversity of social practices. This work aims to analyze the relationships between customer engagement, perceived value, satisfaction, and future intentions in CrossFit users as well as the significance of this activity for the person. The study engaged 520 participants with an online questionnaire. A confirmatory factor analysis and multi-group analysis was performed to test the difference between two invariance models. The findings show positive relationships between customer engagement and perceived value in women, and between perceived value, satisfaction and fidelity in men. Therefore, this work has shown that the participation of customers has positive consequences for the CrossFit customer loyalty chain.
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This study focused on examining the effect of Cengiz & Kirkbir (2007)’s eight dimensions of perceived value on customer engagement and customer loyalty. Each of the eight dimensions of perceived service value has been studied separately in previous studies. Therefore, this research provides an integrative framework to examine the role all the dimensions of perceived service value in increasing customer engagement and loyalty in health care centers in Egypt. Healthcare centres were chosen because the degree of engagement in the service delivery process has started to increase in the past few years such as engaging the customers in the service delivery plan (e.g. Fitness Monthly Programs), the mechanism of positive/negative recommendation of specific healthcare centres to their friends and family, also to other random users on online social networks, and acquiring a high sense of belonging to their healthcare centre. This has resulted in a great degree of positive behavioral intentions. Also, the active mechanism of receiving complaints and involving the customers in its solving process has been applied in many health care centers. The study focused on the adolescents, youths and adults since they represent the majority of the healthcare centers users according to the context understudy (Based on the exploratory research conducted). This research targeted 400 healthcare centers users. In addition, the moderation effect of the brand name of health care center on the relationship between Hedonics and Customer Engagement was examined. Also, the moderating effect of age on the relationship between service quality and customer engagement was tested. Finally, the mediating effect of customer engagement mediates the relationship between control and customer loyalty was examined. Keywords: Perceived service value, customer engagement. brand loyalty, health care centres, Egypt
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Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction–loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism (“fortitude”) and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible goal for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research.
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