“Porque eu escolho”: motivos para as mulheres escolherem academias de ginástica boutique

Kadir YILDIZ, Elvan Deniz Yumuk, Nazlıcan Ekim, Jerónimo García-Fernández

Resumo


Objetivos: O objetivo deste estudo é investigar a perspectiva das mulheres sobre academia boutique e explicar suas opiniões através da dimensão da qualidade do serviço e das demandas dessas clientes.

Metodologia/Abordagem: O estudo foi na técnica de pesquisa qualitativa e foi utilizado o padrão fenomenológico. A amostra do estudo consistiu em nove clientes do sexo feminino de uma boutique privada de academias de ginástica selecionadas. Os dados foram coletados por meio de entrevista face a face e o método de análise de conteúdo foi utilizado na análise dos dados.

Principais resultados: Os resultados mostram que as opiniões das participantes do sexo feminino sobre a preferência pelas academias boutique estão vinculadas nos subtemas como Socialização, Mudanças Físicas, Localização e Transporte, Segurança, Orientação para o Cliente, Meio Ambiente e Programa do tema Motivos de Preferência. Em conclusão, os fatores mais significativos que afetam os participantes a participar de academias de ginástica boutique são mudanças físicas, socialização e programa.

Contribuições teórico-metodológicas: O artigo contribui com a literatura relacionada às academias boutique, a respeito dos principais motivos pelos quais as mulheres escolhem uma academia boutique do ponto de vista experiencial.


Palavras-chave


Fitness; Consumidor; Qualidade de serviço; Boutique fitness; Mulheres

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DOI: https://doi.org/10.5585/podium.v10i1.17616

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