Estudo dos fatores que contribuem para evasão e as estratégias utilizadas pelos gestores para permanência e recuperação dos clientes nas academias
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2016
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Este estudo apresenta o tema “Gestão de academias: Estudo dos fatores que contribuem para a evasão e as estratégias utilizadas pelos gestores para a permanência e recuperação dos clientes nas academias”, a partir de uma abordagem que destaca a gestão desses estabelecimentos empresariais como elemento estratégico para a diversificação, fidelização, crescimento e desenvolvimento do negócio. Desse modo os objetivos do estudo consistem em analisar os fatores que contribuem para a evasão e as estratégias utilizadas pelos gestores para permanência e recuperação dos clientes nas academias; identificar os motivos que levam o cliente a deixar uma academia; quantificar a evasão média dos clientes nas academias; verificar as estratégias de fidelização e recuperação dos clientes. Os procedimentos metodológicos destacaram a pesquisa bibliográfica, mediante a utilização de obras acadêmicas, artigos científicos e trabalhos de conclusão de curso atualizados; além disso, foi realizada a pesquisa de campo com a consulta a um universo de gestores das academias de Macapá Registradas no CREF 18, sendo que os instrumentos: de pesquisa utilizados foram (entrevista estruturada) de natureza quantitativa e qualitativa. Sendo obtidos os principais resultados: motivo principal da evasão em Macapá, foi a crise financeira e a magnitude média das evasões em 22%. O estudo apresenta algumas limitações como: somente as academias registradas no CREF 18 e seus gestores, sem comparativo com as academias do CREF 18 do estado do Pará.
This study presents the theme "Management of academies: Study of the factors that contribute to evasion and the strategies used by managers for the permanence and recovery of clients in the academies", from an approach that highlights the management of these business establishments as a strategic element For the diversification, loyalty, growth and development of the business. Thus, the objectives of the study are to analyze the factors that contribute to avoidance and the strategies used by the managers to stay and recover the clients in the academies; Identify the reasons that lead the client to leave a gym; Quantify the average rate of evasion of clients in the academies; Check customer retention and recovery strategies. The methodological procedures highlighted the bibliographical research, through the use of academic works, scientific articles and updated course work; In addition, the field research was carried out with the consultation of a universe of managers of the academies of Macapá Registered in CREF 18, and the research instruments used were (structured interview) of quantitative and qualitative nature. The main results were obtained: the main reason for the evasion in Macapá was the financial crisis and the average magnitude of evasions by 22%. The study presents some limitations such as: only the academies registered in CREF 18 and its managers, without comparative with the academies of CREF 18 of the state of Pará.
This study presents the theme "Management of academies: Study of the factors that contribute to evasion and the strategies used by managers for the permanence and recovery of clients in the academies", from an approach that highlights the management of these business establishments as a strategic element For the diversification, loyalty, growth and development of the business. Thus, the objectives of the study are to analyze the factors that contribute to avoidance and the strategies used by the managers to stay and recover the clients in the academies; Identify the reasons that lead the client to leave a gym; Quantify the average rate of evasion of clients in the academies; Check customer retention and recovery strategies. The methodological procedures highlighted the bibliographical research, through the use of academic works, scientific articles and updated course work; In addition, the field research was carried out with the consultation of a universe of managers of the academies of Macapá Registered in CREF 18, and the research instruments used were (structured interview) of quantitative and qualitative nature. The main results were obtained: the main reason for the evasion in Macapá was the financial crisis and the average magnitude of evasions by 22%. The study presents some limitations such as: only the academies registered in CREF 18 and its managers, without comparative with the academies of CREF 18 of the state of Pará.
Descrição
Orientação: Ricardo Figueiredo Pinto
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO, GESTÃO DE EMPRESAS, GINÁSIOS, FIDELIZAÇÃO DE CLIENTES, DESENVOLVIMENTO ORGANIZACIONAL, ESTRATÉGIAS DE GESTÃO, BRASIL, MANAGEMENT, BUSINESS MANAGEMENT, SPORT GYMS, CUSTOMER LOYALTY, ORGANIZATIONAL DEVELOPMENT, MANAGEMENT STRATEGIES, BRAZIL