Intereses conductuales de los consumidores y servicios deportivos: un análisis de la lealtad del cliente en los centros de fitness de Indonesia
Resumen
El desarrollo de la industria del fitness en el mundo está en aumento y se ha convertido en un tema importante en varios países, incluido Indonesia. En la actualidad, el número de participantes en actividades de acondicionamiento físico en Indonesia ha aumentado. Este incremento debe ir acompañado de una mejora en la calidad del servicio, ya que un servicio deficiente podría provocar una disminución en el número de participantes. El objetivo de este estudio fue analizar la relación entre la calidad percibida, el valor percibido, la satisfacción del cliente y las intenciones futuras en la ciudad de Kediri. La muestra estuvo compuesta por 59 clientes de 18 centros de la industria del fitness. La recolección de datos se realizó mediante la técnica de cuestionario, y el análisis de los datos se basó en factores confirmatorios y modelos de ecuaciones estructurales. Los resultados de la investigación mostraron que la satisfacción percibida de los clientes influye significativamente en el valor de la lealtad, y que la ubicación influye en gran medida en las intenciones futuras de los clientes. Además, se encontró una relación positiva entre la satisfacción del cliente y los factores de ubicación con la lealtad y las intenciones futuras. La lealtad e intenciones futuras percibidas influyen en la satisfacción del cliente y en la importancia percibida de la ubicación del centro de fitness. En consecuencia, el valor percibido afecta positivamente tanto la lealtad del consumidor como sus intenciones futuras.
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