El sentido de pertenencia en la cocreación de valor en los servicios deportivos
evidencias del fitness business
DOI:
https://doi.org/10.22456/1982-8918.122238Palabras clave:
lógica S-D, co-creación de valor, pertenencia, gestión fitness, marketing de serviciosResumen
La jornada de experiencias del cliente de fitness se observa en esta investigación exploratoria, donde 15 consumidores de dos gimnasios orientados al servicio, que no forman parte de cadenas, uno en Alphaville (Barueri/SP) y otro en Savassi (Belo Horizonte/MG), participaron en entrevistas semiestructuradas. Las más de tres horas de grabación y cien páginas de transcripción, se logró proponer un modelo conceptual de cómo el entrelazamiento de las dimensiones tangibles, servicio técnico y pertenencia permiten al cliente la cocreación de valor en la experiencia de uso del gimnasio. Se concluyó que 1) los servicios también tienen dimensión tangible; 2) a pesar de toda la experiencia académico-técnica del equipo, los usuarios quieren coproducir sus experiencias; 3) el sentimiento de pertenencia, además de involucrar en la cocreación de valor, es una dimensión que puede aliviar cualquier malestar proveniente de las experiencias en las otras dimensiones. La importancia de la pertenencia puede ser moderada por la autoeficacia del usuario.
Descargas
Citas
ALVES, Helena; MAINARDES, Emerson Wagner. Self-efficacy, trust, and perceived benefits in the co-creation of value by consumers. International Journal of Retail and Distribution Management, v. 45, n. 11, p. 1159–1180, 2017. DOI: https://doi.org/10.1108/IJRDM-05-2016-0071
CARLSON, Jamie; WYLLIE, Jessica; RAHMAN, Mohammad M.; VOOLA, Ranjit. Enhancing brand relationship performance through customer participation and value creation in social media brand communities. Journal of Retailing and Consumer Services, v. 50, p. 333–341, 2019. DOI: https://doi.org/10.1016/j.jretconser.2018.07.008
CHIU, Weisheng; WON, Doyeon; BAE, Jung-sup. Customer value co-creation behaviour in fitness centres: how does it influence customers’ value, satisfaction, and repatronage intention? Managing Sport and Leisure, v. 24, n. 1–3, p. 32–44, 2019. DOI: https://doi.org/10.1080/23750472.2019.1579666
CORRÊA, Henrique Luiz; GIANESI, Irineu Gustavo N. Gestão estratégica de operações de serviço. In: ENCONTRO DO CLADEA, 1995, Anais [...]. São Paulo: FEA-USP, 1995. Disponível em: http://franciscopaulo.com.br/arquivos/Gestao%20estrategica%20de%20operacoes.pdf. Acesso em: 8 set. 2022.
CRESWELL, John W. Projeto de pesquisa: métodos qualitativo, quantitativo e misto. 2. ed. Porto Alegre: Artmed, 2007. v. 2
GALLARZA, Martina G.; ARTEAGA, Francisco; DEL CHIAPPA, Giacomo; GIL-SAURA, Irene; HOLBROOK, Morris B. A multidimensional service-value scale based on Holbrook’s typology of customer value: Bridging the gap between the concept and its measurement. Journal of Service Management, v. 28, n. 4, p. 724–762, 2017. DOI: https://doi.org/10.1108/JOSM-06-2016-0166
GARCÍA-FERNÁNDEZ, Jerónimo; GÁLVEZ-RUÍZ, Pablo; FERNÁNDEZ-GAVIRA, Jesús; VÉLEZ-COLÓN, Luisa; PITTS, Brenda; BERNAL-GARCÍA, Ainara. The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, v. 21, n. 3, p. 250–262, 2018. DOI: https://doi.org/10.1016/j.smr.2017.07.003
GARCÍA-FERNÁNDEZ, Jerónimo; GÁLVEZ-RUIZ, Pablo; SÁNCHEZ-OLIVER, Antonio Jesús; FERNÁNDEZ-GAVIRA, Jesús; PITTS, Brenda G.; GRIMALDI-PUYANA, Moisés. An analysis of new social fitness activities: loyalty in female and male CrossFit users. Sport in Society, v. 23, n. 2, p. 204–221, 2020. DOI: https://doi.org/10.1080/17430437.2019.1625332
HEMAIS, Marcus Wilcox; CASOTTI, Leticia Moreira; ROCHA, Everardo Pereira Guimarães. Hedonismo e moralismo: consumo na base da pirâmide. Revista de Administração de Empresas, v. 53, n. 2, p. 199–207, 2013. DOI: https://doi.org/10.1590/s0034-75902013000200007
HOLLEBEEK, Linda D.; SRIVASTAVA, Rajendra K.; CHEN, Tom. S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, v. 47, n. 1, p. 161–185, 2019. DOI: https://doi.org/10.1007/s11747-016-0494-5
IHRSA. Global report 2018. Boston: IHRSA, 2019. Disponível em: www.ihrsa.org. Acesso em: 6 set. 2022.
IKEDA, Ana Akemi; VELUDO-DE-OLIVEIRA, Tânia Modesto. O conceito de valor para o cliente: definições e implicações gerenciais em marketing. REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1–22, 2005. DOI: https://doi.org/10.4324/9780080464862-9
LAS CASAS, Alexandre Luzzi. Administração de Marketing. São Paulo: Atlas, 2015.
LEE, Yu Lung; PAN, Lee-Yun; HSU, Chin-Hsien; LEE, De-Chih. Exploring the sustainability correlation of value co-creation and customer loyalty-A case study of fitness clubs. Sustainability (Switzerland), v. 11, n. 1, p. 97, 2018. DOI: https://doi.org/10.3390/su11010097
LIN, Zhiwei; WONG, Ip Kin Anthony. Cocreation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, v. 26, n. 4, p. 412–426, 2020. DOI: https://doi.org/10.1177/1356766720932361
LOPES, Evandro Luiz; YUNES, Lucas Zimbres; BANDEIRA DE LAMÔNICA FREIRE, Otávio; HERRERO, Eliane; CONTRERAS PINOCHET, Luis Hernan. The role of ethical problems related to a brand in the purchasing decision process: an analysis of the moderating effect of complexity of purchase and mediation of perceived social risk. Journal of Retailing and Consumer Services, v. 53, 2020. DOI: https://doi.org/10.1016/j.jretconser.2019.101970
LUSCH, Robert F.; VARGO, Stephen L. Service-dominant logic: reactions, reflections and refinements. Marketing Theory, v. 6, n. 3, p. 281–288, 2006. DOI: https://doi.org/10.1177/1470593106066781
LUSCH, Robert F.; VARGO, Stephen L.; O’BRIEN, Matthew. Competing through service: insights from service-dominant logic. Journal of Retailing, [S. l.], v. 83, n. 1, p. 5–18, 2007. DOI: https://doi.org/10.1016/j.jretai.2006.10.002
MACDONALD, Emma K.; KLEINALTENKAMP, Michael; WILSON, Hugh N. How business customers judge solutions: solution quality and value in use. Journal of Marketing, v. 80, n. 3, p. 96–120, 2016. DOI: https://doi.org/10.1509/jm.15.0109
MAGNI, Domitilla; PEZZI, Alberto; VRONTIS, Demetris. Towards a framework of students’ co-creation behaviour in higher education institutions. International Journal of Managerial and Financial Accounting, v. 12, n. 2, p. 119–148, 2020. DOI: https://doi.org/10.1504/IJMFA.2020.10030995
MASLOW, Abraham H. Motivation and personality. New York: Harper & Row, 1970.
MUNAIER, Christian Gomes e Souza. “Manto da massa”: pertencimento, cocriação e engajamento em uma campanha histórica de vendas de camisas oficiais no futebol brasileiro. PODIUM Sport, Leisure and Tourism Review, v. 10, n. 4, p. 81–108, 2021. DOI: 10.5585/podium.v10i4.18962. Disponível em: https://periodicos.uninove.br/podium/article/view/e18962. Acesso em: 8 set. 2022.
MUNAIER, Christian Gomes e Souza; COSTA, Cleverson Renato Moreira da. Influence of usage and contractual binds on customer retention in continually delivered services: evidence from the physical fitness business. RISUS - Journal on Innovation and Sustainability, v. 12, n. 2, p. 101–114, 2021. Disponível em: https://revistas.pucsp.br/index.php/risus/article/view/54310. Acesso em: 8 set. 2022. DOI: https://doi.org/10.23925/2179-3565.2021v12i2p101-114.
MUNAIER, Christian Gomes e Souza; ENDO, Ana Claudia Braun; MESQUITA, Eduardo; MAZZON, José Afonso; CRESCITELLI, Edson. Lealdade à marca no mercado de fitness brasileiro: qualidade percebida, consciência da marca e amor à marca como antecedentes. In: ENCONTRO DA ASSOCIAÇÃO NACIONAL DE PÓS-GRADUAÇÃO E PESQUISA EM ADMINISTRAÇÃO, 45., 2021, on-line. Anais eletrônicos [...]. Maringá: Associação Nacional de Pós-Graduação e Pesquisa em Administração, 2021a. Disponível em: http://www.anpad.org.br. Acesso em: 8 set. 2022.
MUNAIER, Christian Gomes e Souza; LAS CASAS, Alexandre Luzzi. A membership program and a complain website: how sport clubs manage experiences of their members. RISUS - Journal on Innovation and Sustainability, v. 10, n. 3, p. 75–87, 2019. DOI: https://doi.org/10.23925/2179-3565.2019v10i3p75-87
MUNAIER, Christian Gomes e Souza; MAZZON, José Afonso; CRESCITELLI, Edson; BARRETO, Iná Futino. Advertising with a service’s maximum results: the impact of self-image and envy on the purchase intention and perceived value. In: PROCEEDINGS OF THE EUROPEAN MARKETING ACADEMY, 50th, 2021b, Madrid. Anais [...]. Madrid, p. 1–10. 2021b. Disponível em: http://proceedings.emac-online.org/pdfs/A2021-94454.pdf. Acesso em: 8 set. 2022.
NOGUEIRA-MARTINS, Maria Cezira Fantini; BÓGUS, Cláudia Maria. Considerações sobre a metodologia qualitativa como recurso para o estudo das ações de humanização em saúde. Saúde e Sociedade, v. 13, n. 3, p. 44–57, 2004. DOI: https://doi.org/10.1590/s0104-12902004000300006
PANSARI, Anita; KUMAR, V. Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, v. 45, n. 3, p. 294–311, 2017. DOI: https://doi.org/10.1007/s11747-016-0485-6
RADONS, Daiane Lindner; GROHMANN, Márcia Zampieri; FREITAS, Daniele de Oliveira; BATTISTELLA, Luciana Flores. Alienação do consumidor e influência dos grupos de referência: estudo exploratório em busca de relações. Revista Administração em Diálogo - RAD, v. 16, n. 2, p. 189–215, 2015. DOI: https://doi.org/10.20946/rad.v16i2.11690
RIBEIRO, Thiago de Luca Sant’ana; COSTA, Benny Kramer; FREIRE, Otávio Bandeira De Lamônica. Cocriação de valor no turismo – validação e replicação de escala em relação à intenção de recomendação boca-a- boca. RBTUR, v. 15, n. 2, p. e-1924, 2021. Disponível em: https://rbtur.org.br/rbtur/article/view/1924/1425. Acesso em: 8 set. 2022.
SARKAR, Sanmitra; BANERJEE, Saikat. Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation. Journal of Product and Brand Management, v. 30, n. 8, 2021. DOI: https://doi.org/10.1108/JPBM-01-2020-2732
UFRGS - UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL. Escola de Educação Física, Fisioterapia e Dança. Grade Curricular UFRGS - Educação Física. 2022. Disponível em: http://www.ufrgs.br/ufrgs/ensino/graduacao/cursos/exibeCurso?cod_curso=314. Acesso em: 17 ago. 2022.
USP/EEFE - UNIVERSIDADE DE SÃO PAULO. Escola de Educação Física e Esporte. Grade Curricular USP - Educação Física. 2022. Disponível em: https://uspdigital.usp.br/jupiterweb/listarGradeCurricular?codcg=39&codcur=39040&codhab=200&tipo=N . Acesso em: 17 ago. 2022.
VAN ESCH, Patrick; DUFFY, Sarah Maree; TEUFEL, James; NORTHEY, Gavin; ELDER, Edward; FRETHEY-BENTHAM, Catherine; COOK, Thomas B.; HELLER, Jonas. ExerStart: helping seniors be active and independent for less. Journal of Social Marketing, v. 9, n. 2, p. 146–160, 2019. DOI: https://doi.org/10.1108/JSOCM-06-2018-0065
VARGO, Stephen L.; LUSCH, Robert F. Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, [S. l.], v. 36, p. 1–10, 2008. DOI: https://doi.org/10.1007/s11747-007-0069-6
VARGO, Stephen L.; LUSCH, Robert F. Service-dominant logic 2025. International Journal of Research in Marketing, v. 34, n. 1, p. 46–67, 2017. DOI: https://doi.org/10.1016/j.ijresmar.2016.11.001
WINDASARI, Nila Armelia; LIN, Fu-ren; KATO-LIN, Yi-Chin. Continued use of wearable fitness technology: a value co-creation perspective. International Journal of Information Management, v. 57, 2021. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102292
YIN, Robert K. Qualitative research from start to finish. 2 ed. New York: The Guilford Press, 2015.
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2022 Movimento (Porto Alegre)
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
La revista Movimento adopta la licencia Creative Commons Atribución 4.0 Internacional (CC BY 4.0) para los trabajos aprobados y publicados. Eso significa que los/as autores/as:
- mantienen los derechos autorales y conceden a la revista el derecho de primera publicación; y
- tienen derecho a compartir (copiar y redistribuir el material en cualquier medio o formato) y adaptar (remezclar, transformar y construir a partir del material para cualquier propósito, incluso comercialmente).
Más informaciones en: https://creativecommons.org/licenses/by/4.0/
