The Influence of the Constructs ‘Perceived Quality’ and ‘Trust’ for the Repurchase Intention in the Market of Fitness Centers in Southern Brazil

Alexandre Guilherme Musskopf; Marcelo Curth; Magale Konrath; Manuela Albornoz Gonçalves

doi:10.51995/2237-3373.v11i1e110030

Original Article

The Influence of the Constructs ‘Perceived Quality’ and ‘Trust’ for the Repurchase Intention in the Market of Fitness Centers in Southern Brazil

Alexandre Guilherme Musskopf, Marcelo Curth, Magale Konrath, Manuela Albornoz Gonçalves

http://dx.doi.org/10.51995/2237-3373.v11i1e110030 RIGD, vol.11, n4, e110030, 2021

PDF

Downloads: 13

Abstract

This article aims to analyze the influence of the constructs 'perceived quality' and 'trust' in the repurchase intention in fitness centers and the relationship between the constructs. The sample included 193 respondents members/customers in three gyms in a small city in southern Brazil. The statistical technique used was Structural Equation Modeling (SEM), through which the conceptual model was tested. Results showed that perceived quality and trust positively influence the repurchase intention with a positive relationship existing between those constructs. This research makes it possible to further develop the literature on the topic since there are few studies in the fitness market. Moreover, an analysis of the reality of small cities and small businesses in the market addressed here is also made possible.

Keywords

Perceived quality; Trust; Repurchase intention; Fitness centers.

References

Associação Brasileira de Academias (ACAD Brasil). (2018). IHRSA publica dados do mercado mundial do fitness. Revista ACAD Brasil, 20(82), 10-17 (3rd ed.). Retrieved from https://www.acadbrasil.com.br/wp- content/uploads/2019/03/edicao-82.pdf.

Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96-108. https://doi.org/10.1509/jmkr.42.1.96.56961

Babbie, E. (1999). Métodos de pesquisas de survey. Belo Horizonte: Editora UFMG. Bagozzi, R. P., & Philipps, L. W. (1982).

Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27(3), 459-489. https://doi.org/10.2307/2392322

Baptista, P. P. (2005). Lealdade do consumidor e os seus antecedentes: Um estudo aplicado ao

setor varejista na Internet [Doctoral dissertation, Universidade de São Paulo]. Catálogo USP. https://doi.org/10.11606/T.12.2005.tde- 11042008-172316

Barney, J. (1991). The resource-based model of the firm: Origins, implications, and prospects. Journal of Management, 17(1), 97-98. https://doi.org/10.1177/01492063910170010 7

Basso, K., Schwab, E. A., Pólvora, R. P., Marques, L. T., Pereira, M. C., & Slongo, L. A. (2008, May 14-16). Relações de interdependência entre confiança, comprometimento, qualidade percebida e lealdade em estudantes do ensino superior [Conference presentation]. III Encontro de Marketing (EMA 2008), Curitiba, PR, Brazil. http://www.anpad.org.br/abrir_pdf.php?e=O DMzOQ==

Berry, L. (1983). Relationship marketing: In: L. Berry, L. Shostack, & G. Upah. Emerging

perspectives of service marketing. Chicago:

American Marketing Association.
Berry, L., & Parasuraman, A. (1995). Serviços de marketing: Competindo através da qualidade.

São Paulo: Maltese.
Bitner, M. J. (1995). Building service relationships:

It’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246- 251. https://doi.org/10.1177/00920703950230040 3

Cronin, J., & Taylor, S. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296

Curth, M., Picoto, W. N., Garcia. A. S. & Neto, A. F. G. (2020). Trust in online shopping: A comparative study between Brazil and Portugal. Brazilian Journal of Marketing, 19(2), 237-260. https://doi.org/10.5585/remark.v19i2.15566

De Toni, D. (2005). Administração da imagem de produtos: Desenvolvendo um instrumento para a configuração da imagem de produto [Doctoral dissertation, Universidade Federal do Rio Grande do Sul]. Lume Repositório Digital. http://hdl.handle.net/10183/5919

Fornell, C., Johnson, M. D., Anderson, E. W, Cha, J., & Bryant, B. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7- 18. https://doi.org/10.2307/1251898

Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China. Computers in Human Behavior, 53, 249-262. https://doi.org/10.1016/j.chb.2015.07.014

Garson, G. D. (2012). Structural Equation Modeling (Statistical Associates “Blue Book” Series). Statistical Associates Publishers.

Getty, J. M., & Thompson, K. N. (1995). The relationship between quality, satisfaction, and recommending behavior in lodging decisions. Journal of Hospitality & Leisure Marketing, 2(3), 3-22. https://doi.org/10.1300/J150v02n03_02

Gianesi, I. G. N., & Corrêa, H. L. (2006). Administração estratégica de serviços: Operações para a satisfação de clientes. São Paulo: Atlas.

Grönroos, C. (2000). Relationship marketing: The Nordic school perspective. In J. N. Sheth & A. Parvatiyar. (Eds.), Handbook of Relationship Marketing (pp. 95-117). Sage Publications.

Gundlach, G. T., & Murphy, P. E. (1993). Ethical e legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35- 45. https://doi.org/10.2307/1252217

Hair Jr., J. F., Babin, B., Money, A. H., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Porto Alegre: Bookman.

Hair Jr., J. F., Black, W. C., Anderson, R. E ., & Tatham, R. L. (2009). Análise multivariada de dados. (6th ed., A. S. Sant’Anna, Trans.). Porto Alegre: Bookman.

Hair Jr., J. F., Wolfinbarger, M., Ortinau, D. J., & Bush, R. P. (2010). Fundamentos de pesquisa de marketing. Porto Alegre: Bookman.

Han, H., & Kim, Y. (2010). An investigation of green hotel customers decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659-668. https://doi.org/10.1016/j.ijhm.2010.01.001

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11-12), 1762-1800. https://doi.org/10.1108/03090560310495456

Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344. https://doi.org/10.1177/109467050134006

Henriques, M. (2006). Saúde e bem-estar – diferenciais proporcionados por uma boa higienização. Revista da ACAD, 30, 18.

Johnson, M., Nader, G., & Fornell, C. (1996). Expectations, perceived performance, and customer satisfaction for a complex service: The case of bank loans. Journal of Economic Psychology, 17(2), 163-184. https://doi.org/10.1016/0167-4870(96)00002- 5

Jones, M. A., David, L., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9(4), 335-355. https://doi.org/10.1177/1094670507299382

Klem, L. (1995). Path analysis. In L. G. Grimm, & P. R Yarnold (Eds.), Reading and understanding multivariate statistics (pp. 65- 97). American Psychological Association.

Kotler, P. (2000). Administração de marketing: A edição do novo milênio. São Paulo: Prentice Hall.

Laino, A. S. (2005). A eficácia dos programas de relacionamento com o cliente. Revista da ACAD, 25, 15.

Lima, R. D. (2015). A qualidade dos serviços nos hotéis de Lisboa: Impacto na satisfação e lealdade dos hóspedes [Master’s thesis, Instituto Universitário de Lisboa]. Repositório do ISCTE – Instituto Universitário de Lisboa. http://hdl.handle.net/10071/1113

Lovelock, C., & Wright, L. (2001). Serviços: Marketing e gestão. São Paulo: Saraiva.

Lovelock, C., Wirtz, J., & Hemzo, M. A. (2011). Marketing de serviços: Pessoas, tecnologia e estratégia (7th ed.). São Paulo: Pearson Prentice Hall.

Low, W-S., Lee, J-D., & Cheng, S-M. (2013). The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan. Journal of Retailing and Consumer Services, 20(1), 1-10. https://doi.org/10.1016/j.jretconser.2012.06.0 11

Macadar, B. M. (2004). Pode o marketing de relacionamento gerar vantagem competitiva? In L.A. Slongo, & G. Liberali (Orgs.), Marketing de relacionamentos: Estudos, cases e proposições de pesquisa (pp. 129-139). Atlas.

Malhotra, N. K. (2012). Pesquisa de marketing: Uma orientação aplicada (6th ed., L. B. Ribeiro, & M. Stefani, Trans.). Porto Alegre: Bookman.

Malhotra, N. K. (Ed.). (2009). Review of marketing research. Bingley: Emerald Group Publishing Limited.

Maruyama, G. M. (1998). Basics of structural equation modeling. Thousand Oaks: Sage Publications.

Michelli, M. (2008). A prática da retenção de clientes em academias de ginástica e de condicionamento físico localizadas em Caxias do Sul – RS [Master’s thesis, Universidade de Caxias do Sul]. Repositório Institucional da UCS. https://repositorio.ucs.br/handle/11338/351

Miguel, P. A. C., & Salomi, G. E. (2004). Uma revisão dos modelos para medição da qualidade em serviços. Revista Produção, 14(1), 12-30. https://doi.org/10.1590/S0103- 65132004000100003

Mohr, J. J., & Spekman, R. (1994). Characteristics of partnership success: Partner-ship attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152. https://doi.org/10.1002/smj.4250150205

Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in marketing research relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.1177/00222429930570010 6

Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314- 328. https://doi.org/10.2307/3172742

Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20- 38. https://doi.org/10.2307/1252308

Murray, D., & Howat, G. (2002). The relationships among service quality, value, satisfaction, and future intentions of customers at an Australian sports and leisure centre. Sport Management Review, 5(1), 25-43. https://doi.org/10.1016/S1441- 3523(02)70060-0

Netemeyer, R. G., Bearden, W. O., & Sharma, S. (2003). Scaling procedures: issues and applications. London: Sage Publications.

Nogueira, É. M. (2000). Tudo o que você queria saber sobre qualidade total em academias. Rio de Janeiro: Sprint.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.2307/1251430

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer. Journal of Retailing, 64(1), 12-40.

Parasuraman, A. E., & Grewal, D. (2000). The impact of technology on the quality-value- loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168-170. https://doi.org/10.1177/0092070300281015

Prado, P. H. M. (2004). A avaliação do relacionamento sob ótica do cliente: Um estudo em bancos de varejo [Doctoral dissertation, Fundação Getúlio Vargas]. FGV Repositório Digital. http://hdl.handle.net/10438/2600

Reichheld, F., & Schefter, P. (2000, July-August). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105. https://hbr.org/2000/07/e-loyalty-your-secret- weapon-on-the-web

Rittner, M. C. (2005). Estratégias de Relacionamento: Um estudo sobre o papel da

confiança na relação entre uma academia de ginástica e seus clientes [Conference presentation]. II Simpósio de Engenharia de Produção (SIMEP), Bauru, SP, Brazil.

Roque, J. M. G. (2016). Antecedentes da lealdade e o efeito das promoções de venda na lealdade do consumidor à insígnia: O caso da distribuição em Portugal [Master’s thesis, Universidade do Minho]. RepositóriUM. http://hdl.handle.net/1822/42222

Rousseau, D., Sitkin, S., Burt, R., & Camerer, C. (1998). Not so different after all: A cross discipline view of trust. Academy of Management Review, 23(3), 393-404. https://doi.org/10.5465/amr.1998.926617

Saba, F. (2006). Liderança e gestão para academias e clubes esportivos. São Paulo: Phorte.

Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 15(3), 325-342. https://doi.org/10.1086/209170

Shostack, L. (1981). How to design a service. Chicago: American Marketing Association.

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-38. https://doi.org/10.1509/jmkg.66.1.15.18449

Slack, N., Chambers, S., & Johnston, R. (2002). Administração da Produção (2nd ed.). São Paulo: Atlas.

Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356- 372. https://doi.org/10.2307/3152082

Smith, B., & Barclay, D. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(1), 3-21. https://doi.org/10.1177/00222429970610010 2

Solomon, M. R. (2002). O comportamento do consumidor: Comprando, possuindo e sendo. Porto Alegre: Bookman.

Souza, L. G., & Milan, G. S. (2011). Confiança, valor e lealdade do consumidor: Um estudo desenvolvido em uma concessionária de veículos [Conference presentation]. XXXV EnANPAD – Encontro Nacional da Associação Nacional de Pós-Graduação e Pesquisa em Administração, Rio de Janeiro, RJ, Brazil.

http://www.anpad.org.br/diversos/down_zips/

58/MKT493.pdf
Tax, S., Brown, S. W., & Chandrashekaran, M.

(1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62(2), 60-76. https://doi.org/10.2307/1252161

Tinoco, M. A. C. (2006). Proposta de modelos de satisfação dos consumidores de serviços [Master’s thesis, Universidade Federal do Rio Grande do Sul]. Lume Repositório Digital. http://hdl.handle.net/10183/6357

Walter, A., Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32(2), 159-169. https://doi.org/10.1016/S0019- 8501(02)00230-4

Wu,

P. C. S., Yeh, G. Y-Y., & Hsiao, C-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30-39. https://doi.org/10.1016/j.ausmj.2010.11.001

Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of costumers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67-85. https://doi.org/10.1177/0092070300281007

Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: Integrating customer focus across the firm. New Delhi: McGraw-Hill.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-47. https://doi.org/10.2307/1251929

Submitted date:
10/20/2021

Accepted date:
11/03/2021

Revista Intercontinental de Gestão Desportiva - RIGD (Intercontinental Journal of Sport Management) ISSN 2237-3373