A prática da retenção de clientes em academias de ginástica e de condicionamento físico localizadas em Caxias do Sul-RS

Abstract

This work approaches client retention´s practices in gymnastics and physical conditioning academies in the municipality of Caxias do Sul RS. The research, of an exploratory nature, was implemented by means of thorough individual interviews, applying a series of basic questions. In this way, ten managers of the fitness area were interviewed with questions covering the scenario in which they are placed, the concern with the quality of services rendered, the perception of their clients with regards to the quality of the service, their level of satisfaction, and the possible actions used to stimulate client retention. Data treatment was performed through content analysis. The results were compared to the assumed theory, and presented so as to attend the proposed objectives. In the perception of the clients, as well as in the literature of the area, there are an increasing number of clients who seek the amelioration of their life quality, and the academies need to adapt themselves to this reality. It was seen that a considerable number of interviewed managers are concerned with the quality of the services rendered, giving an emphasis on the equipment, with the physical installations and, mainly, with the attention given to clients. Finally, it was verified that all the interviewed managers value client retention and use a series of actions to stimulate this in their academies.