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Advisor(s)
Abstract(s)
Para as organizações a satisfação dos clientes é muito importante, tendo como consequência, a médio e longo prazo, um melhor relacionamento e a fidelização, o que origina vantagens para ambas as partes. Mas a satisfação através da qualidade do serviço, por si só, não conduz à fidelização e à lealdade. É necessário estudar os comportamentos dos consumidores para se saber quais as caraterísticas dos produtos/serviços que mais se adequam aos perfis dos clientes, e que vão ao encontro das suas necessidades e preferências.
As redes sociais apresentam-se como um novo canal de comunicação do qual os ginásios deverão rentabilizar o seu imenso potencial. Devido ao elevado número de seguidores, as publicações partilhadas nas redes sociais atingem um maior número de utilizadores. Será preponderante para as empresas conhecerem amplamente os seus seguidores para melhor poderem partilhar conteúdo com o seu público-alvo. Para tal, o recurso a este meio de comunicação, necessita que seja elaborada criteriosamente uma estratégia onde sejam definidos os objetivos, bem como o modo como serão monitorizados os resultados de cada ação.
O setor do fitness e do wellness, atualmente representa um dos mercados com maior potencial na área do desporto, pois cada vez mais as pessoas revelam uma maior preocupação com a sua saúde e o seu bem-estar. Assim, um aumento da concorrência irá conduzir que os gestores adotem novas estratégias para a fidelização de clientes, uma vez que a aquisição de novos acarreta custos mais elevados para a empresa.
O presente trabalho foi elaborado no âmbito da dissertação do Mestrado em Marketing Digital, e tem como objetivo estudar as redes sociais dos ginásios e o eventual impacto nos seus clientes, nomeadamente na fidelização. Foram estudados os ginásios: Holmes Place, Fitness Hut e Solinca. Relativamente a estes três ginásios, as redes sociais estudadas foram: Facebook, Youtube, Pinterest, Instagram, Twitter, Google+ e Linkedin.
A análise efectuada nas redes sociais destes ginásios mostrou que estes necessitam de apostar mais nas redes Facebook, Youtube, Pinterest, Twitter e Linkedin, pois são as redes sociais com mais seguidores. A nível de publicações feitas pelos gestores, estas são muito irregulares, não sendo percetível de uma forma clara quais são os critérios de publicação, nomeadamente sobre a periodicidade e quantidade de publicações.
Nowadays, from a marketing perspective, customer’s satisfaction is extremely important for enterprises, bringing benefits at medium and long term for both parts. However, satisfaction through service quality, by itself, does not bring faithfulness and loyalty. It is necessary to study the behaviour of consumers to know which characteristics of the products/services matter the most and that are going to meet their needs. The social media are a recent communication channel, which gyms should take as an advantage. Due to the high number of users, the shared publications reach a large number of users. It is important for companies to know their followers and to be able to share content that fits their audience-target. Therefore, the use of this media needs a strategy where the objectives are well defined and the results of each action constantly monitored. The fitness and well sector has become today one of the most promising markets from the sports’ area as more and more people care about their health and well-being. With an increase in competition, managers felt the need to worry about customer’s loyalty, because the canvass of new ones leads to higher costs for the company. This work was prepared as part of the master`s degree on digital marketing, and aims to study the impact of social media on gyms customer’s loyalty. For this, it has been examined the social media from three gyms, Holmes Place, Fitness Hut and Solinca. The social media studied were Facebook, Youtube, Pinterest, Instagram, Twitter, Google+ and Linkedin. The analysis made to these social media in these gyms showed that they need to invest more in Facebook, Youtube, Pinterest, Twitter and Linkedin since these social platforms are the ones with more followers. Publications made by managers’ show that these are very irregular and are not defined in terms of what when and how to publish.
Nowadays, from a marketing perspective, customer’s satisfaction is extremely important for enterprises, bringing benefits at medium and long term for both parts. However, satisfaction through service quality, by itself, does not bring faithfulness and loyalty. It is necessary to study the behaviour of consumers to know which characteristics of the products/services matter the most and that are going to meet their needs. The social media are a recent communication channel, which gyms should take as an advantage. Due to the high number of users, the shared publications reach a large number of users. It is important for companies to know their followers and to be able to share content that fits their audience-target. Therefore, the use of this media needs a strategy where the objectives are well defined and the results of each action constantly monitored. The fitness and well sector has become today one of the most promising markets from the sports’ area as more and more people care about their health and well-being. With an increase in competition, managers felt the need to worry about customer’s loyalty, because the canvass of new ones leads to higher costs for the company. This work was prepared as part of the master`s degree on digital marketing, and aims to study the impact of social media on gyms customer’s loyalty. For this, it has been examined the social media from three gyms, Holmes Place, Fitness Hut and Solinca. The social media studied were Facebook, Youtube, Pinterest, Instagram, Twitter, Google+ and Linkedin. The analysis made to these social media in these gyms showed that they need to invest more in Facebook, Youtube, Pinterest, Twitter and Linkedin since these social platforms are the ones with more followers. Publications made by managers’ show that these are very irregular and are not defined in terms of what when and how to publish.
Description
Esta versão contém as críticas e sugestões dos elementos do júri
Nota: 13 valores
Nota: 13 valores
Keywords
Satisfação dos clientes Fidelização dos clientes Redes sociais Fitness Wellness e ginásios Social networks Wellness and gyms Customers satisfaction Customers loyalty