Asociaciones de marca de centros de cross training e intenciones de recompra y boca a boca
Resumen
Introducción: Brasil ocupa el segundo lugar en número de centros de CrossFit®, la marca líder de cross-training, solo detrás de Estados Unidos. Como resultado, existe un creciente interés entre los gerentes de estas marcas en desarrollar fuertes asociaciones con la imagen de la organización. Además, la lealtad del consumidor es condición fundamental, y una de las formas de analizarla es a través de intenciones de comportamiento. Objetivo: Identificar las asociaciones de marca e intenciones de comportamiento presentes en la mente de los clientes de los centros de cross-training. Métodos: El estudio se centró en participantes de centros de cross-training de Recife-PE, con un enfoque cuantitativo descriptivo a través de una encuesta. La recolección de datos se realizó a través de un cuestionario adaptado, difundido a través de Google Forms. Los datos se tabularon en el software Excel 2019 y el análisis se realizó utilizando el Paquete Estadístico para las Ciencias Sociales (SPSS). Resultados y discusión: Las dimensiones relacionadas con las asociaciones de marca y las intenciones de comportamiento arrojaron resultados positivos, lo que indica que todas las asociaciones están presentes en la mente del consumidor. Los resultados indicaron una alta tasa de intenciones de recompra y promoción boca a boca. Conclusión: Las dimensiones "Evasión", "Entrenador" y "Calidad del Servicio" fueron las asociaciones más destacadas en la mente del consumidor, mientras que "Diseño del Logo" y "Ambiente Físico" tuvieron con menor valor. Todas las intenciones de comportamiento fueron fuertes, lo que indica alta probabilidad de llevarse a cabo en el futuro.
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