Gestão da qualidade de serviços em centros de fitness proposta de um modelo conceitual específico para avaliação da qualidade de serviços em centros de fitness no Rio de Janeiro
Data
2019-01-28
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
A venda de serviços predomina nas relações de consumo das sociedades contemporâneas,
exigindo aumento contínuo da sua qualidade, obrigando os trabalhadores de serviços a
investir e monitorar continuamente a qualidade das suas entregas. O segmento fitness é um
mercado em expansão com alta concorrência, transformando equipamentos, espaço físico
e modalidades em commodities. Diante desse quadro, o objetivo desta tese foi construir um
modelo conceitual para avaliar a qualidade dos serviços de fitness, considerando as
percepções de gestores, recursos humanos e clientes. Participaram voluntariamente da
pesquisa 216 centros de fitness, com 123 gestores, 164 profissionais (recursos humanos) e
657 clientes, todos localizados na cidade do Rio de Janeiro - RJ, Brasil. Foram adaptados e
aplicados 3 instrumentos distintos, um para cada grupo amostral. Após a coleta dos dados,
os resultados foram tratados por meio da análise fatorial exploratória (AFE), com foco na
construção de um modelo conceitual com um número menor de dimensões / questões. Os
resultados sugerem que os gestores são predominantemente jovens, do sexo masculino,
pouco experientes nessa função, graduados em Educação Física e sem formação
acadêmica para atuar nessa atividade, mantendo-se no cargo pelo status e pelos ganhos
financeiros consequentes, sem vislumbrar outros níveis na carreira e sem a prática de
aperfeiçoar-se tecnicamente para esta função. Os recursos humanos, por sua vez, são
igualmente adultos-jovens, com predominância do sexo masculino, graduados em Educação
Física e com tempo de atuação praticamente limitado a 15 anos. Esses profissionais
encontram-se desatualizados, sem cursar qualquer especialização e sem afinidade ou
interesse em pesquisas na sua área de atuação. Em relação aos clientes, caracterizam-se
como jovens de até 30 anos, de natureza feminina, praticando exercícios há mais de 6 anos,
mas com relacionamento de curta duração com a empresa, ou seja, alto grau de aderência
as práticas físicas e baixo grau de fidelização as empresas e seus serviços. De maneira
geral, observou-se uma predominância do consumo de treinamento resistido acompanhado
de no máximo 3 modalidades, o que significa que essas empresas poderiam otimizar custos
e, portanto, praticar preços mais ajustados à realidade, oferecendo apenas modalidades sob
demanda. A AFE permitiu, em relação aos gestores, aprimorar um instrumento inicial,
composto por 58 itens e distribuídos pelas 8 dimensões propostas pelo MEG® para um
instrumento composto por 32 itens, que explicam 62,18% da variância comum dos dados,
distribuídas por 6 dimensões, reduzindo em 55,2% o número de itens. Em relação aos
recursos humanos, partiu-se de 40 itens que compunham o instrumento original, distribuídos
pelas 4 dimensões propostas por Taveira, para um instrumento composto por 18 itens que
explicam 61,70% da variância comum dos dados, distribuídas por 5 dimensões, reduzindo
em 52,5% o número de itens. Em relação aos clientes, evoluiu-se do instrumento original
com 67 itens, distribuídos pelas 4 dimensões propostas por Ko & Pastore, para um
instrumento composto por 42 itens, que explicam 75,78% da variância comum dos dados,
distribuídos por 8 dimensões, gerando uma redução de 37,3% no número de itens.
Conclusivamente, pode-se afirmar que, a estrutura fatorial encontrada nos três instrumentos
é boa e aceitável para a avaliação da qualidade de serviços nesses centros. Neste sentido,
o modelo proposto possui validade fatorial e consistência interna adequadas, sendo indicado
para utilização como instrumento de avaliação da percepção de qualidade dos serviços em
centros de fitness no Rio de Janeiro.
The sale of services predominates in the consumer relations of contemporary societies, requiring a continuous increase in their quality, forcing service workers to invest and continuously monitor the quality of their deliveries. The fitness segment is an expanding market with high competition, transforming equipment, physical space and modalities into commodities. Given this framework, the purpose of this thesis was to construct a conceptual model to evaluate the quality of fitness services, considering the perceptions of managers, human resources and clients. 216 fitness centers, with 123 managers, 164 professionals (human resources) and 657 clients, all located in the city of Rio de Janeiro - RJ, Brazil, participated voluntarily in the research. Three different instruments were adapted and applied, one for each sample group. After the data collection, the results were treated through exploratory factorial analysis (AFE), focusing on the construction of a conceptual model with a smaller number of dimensions / questions. The results suggest that the managers are predominantly young, male, not very experienced in this function, graduated in Physical Education and without academic training to act in this activity, remaining in the position due to the status and the consequent financial gains, without glimpsing other levels in the career and without the practice of perfecting itself technically for this function. The human resources, in turn, are also adult-young, predominantly male, graduated in Physical Education and with a practically limited duration of 15 years. These professionals are outdated, without attending any specialization and without affinity or research interest in their area of activity. In relation to the clients, they are characterized as youngsters up to 30 years old, of a feminine nature, practicing exercises for more than 6 years, but with shortterm relationship with the company, that is, high degree of adherence to physical practices and low degree companies and their services. In general, It was observed a predominance of the consumption of resistance training accompanied by a maximum of 3 modalities, which means that these companies could optimize costs and, therefore, practice prices more adjusted to the reality, offering only on demand modalities. The AFE allowed managers to improve an initial instrument, composed of 58 items and distributed by the 8 dimensions proposed by the MEG® for an instrument composed of 32 items, which explain 62.18% of the common variance of the data, distributed in 6 dimensions, reducing the number of items by 55.2%. In terms of human resources, we started with 40 items that composed the original instrument, distributed by the 4 dimensions proposed by Taveira, James, Karsh & Sainfort, for an instrument composed of 18 items that explain 61.70% of the common variance of the data, distributed by 5 reducing the number of items by 52.5%. In terms of customers, the original instrument was developed with 67 items, distributed by the 4 dimensions proposed by Ko & Pastore, for an instrument composed of 42 items, which explain 75.78% of the common variance of the data, distributed in 8 dimensions, generating a reduction of 37.3% in the number of items. Conclusion, it can be stated that the factorial structure found in the three instruments is good and acceptable for the evaluation of the quality of services in these centers. In this sense, the proposed model has adequate factorial validity and adequate internal consistency, being indicated for use as an instrument to evaluate the perception of quality of services in fitness centers in Rio de Janeiro.
The sale of services predominates in the consumer relations of contemporary societies, requiring a continuous increase in their quality, forcing service workers to invest and continuously monitor the quality of their deliveries. The fitness segment is an expanding market with high competition, transforming equipment, physical space and modalities into commodities. Given this framework, the purpose of this thesis was to construct a conceptual model to evaluate the quality of fitness services, considering the perceptions of managers, human resources and clients. 216 fitness centers, with 123 managers, 164 professionals (human resources) and 657 clients, all located in the city of Rio de Janeiro - RJ, Brazil, participated voluntarily in the research. Three different instruments were adapted and applied, one for each sample group. After the data collection, the results were treated through exploratory factorial analysis (AFE), focusing on the construction of a conceptual model with a smaller number of dimensions / questions. The results suggest that the managers are predominantly young, male, not very experienced in this function, graduated in Physical Education and without academic training to act in this activity, remaining in the position due to the status and the consequent financial gains, without glimpsing other levels in the career and without the practice of perfecting itself technically for this function. The human resources, in turn, are also adult-young, predominantly male, graduated in Physical Education and with a practically limited duration of 15 years. These professionals are outdated, without attending any specialization and without affinity or research interest in their area of activity. In relation to the clients, they are characterized as youngsters up to 30 years old, of a feminine nature, practicing exercises for more than 6 years, but with shortterm relationship with the company, that is, high degree of adherence to physical practices and low degree companies and their services. In general, It was observed a predominance of the consumption of resistance training accompanied by a maximum of 3 modalities, which means that these companies could optimize costs and, therefore, practice prices more adjusted to the reality, offering only on demand modalities. The AFE allowed managers to improve an initial instrument, composed of 58 items and distributed by the 8 dimensions proposed by the MEG® for an instrument composed of 32 items, which explain 62.18% of the common variance of the data, distributed in 6 dimensions, reducing the number of items by 55.2%. In terms of human resources, we started with 40 items that composed the original instrument, distributed by the 4 dimensions proposed by Taveira, James, Karsh & Sainfort, for an instrument composed of 18 items that explain 61.70% of the common variance of the data, distributed by 5 reducing the number of items by 52.5%. In terms of customers, the original instrument was developed with 67 items, distributed by the 4 dimensions proposed by Ko & Pastore, for an instrument composed of 42 items, which explain 75.78% of the common variance of the data, distributed in 8 dimensions, generating a reduction of 37.3% in the number of items. Conclusion, it can be stated that the factorial structure found in the three instruments is good and acceptable for the evaluation of the quality of services in these centers. In this sense, the proposed model has adequate factorial validity and adequate internal consistency, being indicated for use as an instrument to evaluate the perception of quality of services in fitness centers in Rio de Janeiro.
Descrição
Tese de Doutoramento em Ciências do Desporto
Palavras-chave
qualidade , serviços , academias , indicadores , modelo conceitual