Análisis cualitativo comparativo de la lealtad en servicios públicos deportivos

  1. Alguacil Jiménez, Mario 1
  2. Alonso Dos Santos, Manuel 2
  3. Pastor Barceló, Adrián 1
  4. Colino Martínez, Olga 1
  1. 1 Universidad de Valencia.
  2. 2 Universidad Católica de la Santísima Concepción
    info

    Universidad Católica de la Santísima Concepción

    Concepción, Chile

    ROR https://ror.org/03y6k2j68

Zeitschrift:
Revista de psicología del deporte

ISSN: 1132-239X,  1988-5636

Datum der Publikation: 2016

Titel der Ausgabe: Economía, gestión y márketing en organizaciones deportivas

Ausgabe: 25

Nummer: 1

Seiten: 69-72

Art: Artikel

DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Revista de psicología del deporte

Zusammenfassung

Lower price sensitivity, high rates of recommendation or customer retention are positive consequences of loyalty management. Although it is a key aspect of management, in sports services is still a subject underdeveloped. This research aims to investigate the key antecedents of loyalty by studying a public sport service (210 subjects). Using structural equation modeling and comparative qualitative analysis, allow us to study in a new way, and from the point of view symmetrical and asymmetrical, causal conditions and variables that have influence on loyalty. The results show that congruence, credibility and especially quality, constitute sufficient grounds but not necessary conditions to achieve loyalty. As recommendations to organizations, we suggest specific strategies of communication and relationship marketing in order to build a solid and reliable brand.

Bibliographische Referenzen

  • Alonso-Dos-Santos, M., Calabuig, F., Montoro, F., Valantine, I. y Emeljanovas, A. (2014). Destination image of a city hosting sport event: Effect on sponsorship. Transformations in Business & Economics, 13(2A), 343-359.
  • Alonso-Dos-Santos, M., Vveinhardt, J., Calabuig-Moreno, F. y Montoro-Ríos, F. (2016). Involvement and image transfer in sports sponsorship. Engineering Economics, 27(1), 78-89.
  • Bitner, M.J. y Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus service quality: the consumer’s voice. En Rust, R.T. y Oliver, R.L. (Eds), Service quality: new directions in theory and practice (pp. 17-43). Thousand Oaks, CA: Sage Publications.
  • Blackshaw, P. (2008). New media-the six drivers of brand credibility. Marketing Management, 17(3), 51.
  • Calabuig, F., Burillo, P., Crespo, J., Mundina, J. J. y Gallardo, L. (2010). Satisfacción, calidad y valor percibido en espectadores de atletismo. Revista Internacional de Medicina y Ciencias de la Actividad Física y del Deporte, 10(40), 577-593.
  • Calabuig, F., Núñez, J., Prado, V. y Añó, V. (2014). Effect of price increases on future intentions of sport consumers. Journal of Business Research, 67(5), 729–733.
  • Crespo, J., Pérez-Campos, C., y Mundina, J. (2012). Calidad de servicio percibida por los espectadores de fútbol. Análisis de diferencias entre grupos. Journal of Sports Economics & Management, 2(1), 4-15.
  • Erdem, T., Swait, J. y Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19. http://dx.doi.org/10.1016/S0167-8116(01)00048-9
  • Erdem, T. y Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198. http://dx.doi.org/10.1086/383434
  • Erdem, T. y Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
  • Fernández, J. G., Carrión, G. C., y Ruíz, D. M. (2012). La satisfacción de clientes y su relación con la percepción de calidad en Centro de Fitness: utilización de la escala CALIDFIT. Revista de Psicología del Deporte, 21(2), 309-319.
  • Gremler, D. D. y Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. En B. Edvardsson, S.W. Brown, R. Johnston, y Eberhard E. Scheuing (Eds.), QUIS 5-Advancing service quality: A global perspective (pp. 171-180). New York, NY: International Service Quality Association.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. y Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling. Thousand Oaks: SAGE, Inc.
  • He, H. y Li Y. (2010). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673-688. doi:10.1007/ s10551-010-0703-y
  • Hee Kwak, D. y Kang, J. H. (2009). Symbolic purchase in sport: the roles of self-image congruence and perceived quality. Management Decision, 47(1), 85-99.
  • Hirsh, J. B., Kang, S. K. y Bodenhausen, G. V. (2012). Personalized persuasion: tailoring persuasive appeals to recipients' personality traits. Psychological science, 23(6), 578-581.
  • Henseler, J., Hubona, G. y Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.
  • Ko, Y. J. y Pastore, D. L. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(3), 159-166.
  • Krystallis, A. y Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139-147.
  • Parasuraman, A., Zeithaml, V. A. y Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Pappu, R. y Quester, P. G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50(1/2), 2-28. http://dx.doi.org/10.1108/EJM-01-2014-0020
  • Ragin, C. (2008). Redesigning social inquiry: Fuzzy sets and beyond. Chicago, USA: Chicago University Press.
  • Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B. ... y Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
  • Sweeney, J. y Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.
  • Wu, L. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), 310-322.
  • Woodside, A. G. (2013). Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory. Journal of Business Research, 66(4), 463-472.
Fuente de los datos: Dialnet