Qualidade percebida e intenção de fidelização em atividades de grupo de fitness.

resumen

Francisco Campos*, Daniela Almeida, José Aleixo, Fernando Martins

The quality of the intervention of the group activity (GA) instructor has been pointed out as a determining factor in the experience of the participant and in his continuity of practice (loyalty) in fitness services. In this context, the present study aimed to: (i) characterize and compare the perception of the quality of the instructor's behaviour in four group activities (BODYBALANCE™, Indoor Cycling, Strength and Conditioning, Zumba®); and (ii) associate the perception of quality with the participant’s loyalty intention. A total of 153 GA users aged 18 to 70 years (M±SD = 42.88±12.03) participated. A shortened and adapted version of the QIF-AG questionnaire was used to assess 10 indicators of instructor quality and participant’s loyalty intention. Was used descriptive statistics (M±SD), analysis of variance (one-way ANOVA) for comparisons between activities, and Pearson's correlation coefficients for associations between variables. Results did not reveal statistically significant differences between GA, but showed positive and consistent correlations between the perceived quality and loyalty intention, with emphasis on image, good mood, sympathy, motivation, and knowledge. Results reinforce the central role of instructors in participant’s satisfaction and loyalty intention, in GA, and point out/reinforce the importance of integrating relational skills in professional training and assessment.