Avaliação da percepção da qualidade das academias de ginástica na zona norte de Natal/RN

Abstract

This research sought to analyze the profile of users of gyms in the North Zone of Natal/RN, in order to find out if the expectation regarding the quality of the service offered is consistent with that which is perceived by customers. The research was characterized as exploratory-descriptive and qualitative, with a universe of 72 participants enrolled in gyms located in the North Zone of Natal/RN. An online questionnaire was used as a collection instrument, based on the quality dimensions of the SERVQUAL model, created with the Google Forms tool. In it, it was possible to trace the profile of the clients and analyze the convergences and disparities between the degree of importance attributed and the level of satisfaction with the quality of services items of the gyms they attend. From the results of the research conducted, it was possible to present a diagnosis of the perception of the clients of the academies of the Academies of the North Zone, which can help in managerial implications and decision-making by the responsible managers, helping them to stand out in the market, showing the key elements that should be prioritized and that exert more influence at the time of customer choice, thus strengthening their company, since they know how to meet the needs of their audience. In general, the results of the research showed that, despite scoring well in several aspects, the academies of the North Zone of Natal / RN still offer services below the expected by customers, there is a need to improve in specific points, which may become a differential, making it possible to retain old customers and conquer new ones.