Associações à marca de centros de cross training e intenções de recompra e propaganda boca-a-boca
Resumo
Introdução: O Brasil ocupa a segunda colocação em número de boxes de CrossFit®, principal marca de cross training, atrás apenas dos Estados Unidos. Diante disso, surge o interesse dos gestores destas marcas, em desenvolver fortes associações à imagem da organização. Além disso, a lealdade dos consumidores é uma condição fundamental para o desenvolvimento de qualquer organização, e, uma das formas de análise é por meio das intenções comportamentais. Objetivo: identificar as associações à marca e intenções comportamentais presentes na mente clientes de centros de cross training. Métodos: O estudo focou em praticantes de boxes de cross training da região metropolitana do Recife-PE. Tratou-se de uma abordagem quantitativa, de caráter descritivo e o seu desenho considerado um survey. A coleta de dados foi realizada por meio de um questionário adaptado e divulgado online, via Google Forms e os dados foram tabulados no software Excel 2019 e a análise foi realizada no Statistical Package for the Social Sciences (SPSS). Resultados e Discussão: As dimensões relacionadas às associações e intenções comportamentais apresentaram um resultado positivo, indicando que todas as associações estão presentes na mente do consumidor. Os resultados também indicaram um alto índice de recompra e de propaganda boca a boca. Conclusão: As dimensões “Evasão”, “Treinador” e “Qualidade do Serviço” foram as associações mais presentes na mente do consumidor, enquanto “Design da Logo” e “Ambiente Físico” foram as dimensões com menor valor. Todas as intenções comportamentais foram fortes, indicando uma boa probabilidade de serem realizadas futuramente.
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