Análise das Causas da Insatisfação e do Abandono pelos Clientes de Academias de Ginástica

Abstract

This paper aims to analyze the causes of dissatisfaction and abandonment of academic fitness clients. The importance of this study lies in the fact that academic studies have neglected the dissatisfaction and abandonment issues. For this, we evaluated the influence of care, facilities and personal motives that lead individuals to feel dissatisfied and discontinue their physical activity. The survey was conducted in two stages in gyms of Belo Horizonte. At first, qualitative, we conducted 10 semi-structured interviews with customers who had abandoned any gym in the last 12 months. The results of this phase fostered the development of a questionnaire, with 51 questions, measured in Likert scale, about the reasons for dissatisfaction and abandonment. Subsequently, we conducted a survey through administration of the questionnaire to a non-probabilistic convenience sample, made up of 222 individuals who had also abandoned any gym in the last 12 months. As a result, we observed...