Sports centers users profile from their expectations
Abstract
The needs from users of sports centers have been changing in recent years. For this reason, it is necessary to analyse users’ profile and its relationship with service expectations. Analysed from the classical theory of disconfirmation of expectations, the present study aims to review the profiles of three user groups in sports centers: those for whom their expectations are not met, those who seems satisfied and those who believe that they have been overcome with the service. The data was collected through a survey of users of three municipal sports centers in Barcelona. An ANOVA analysis reveals that age is a key variable, with young users having a more positive perception of the offer, while the group of middle-aged users seems fulfil their expectations in a lesser degree. In addition, the results show that there is a set of users who despite having stated that the center does not meet their expectations, continue as subscribers in it, contradicting the theory of disconfirmation of expectations. Finally, a set of practical applications aimed at the analysis, and management, of user expectations. Also, some fidelity policies are exposed.
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References
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© Servicio de Publicaciones, Universidad de Murcia, 2013
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