Application of the SERVQUAL model in the assessment of quality perceived by consumers of gym services desconcepto

Abstract

With growing competition in the market for body care services, gyms face fierce competition and need to seek competitive advantages to stand out. In this sense, the quality of services offered by gyms is of crucial strategic importance in attracting and retaining customers. The present study aimed to analyze consumers' expectations in relation to a gym based on the SERVQUAL model. The research was carried out in a physical activity gym located in Sobral-Ceará, using a descriptive quantitative approach. The sample was taken from the academy's register of active students and the data was analyzed with the help of Minitab 18 software, covering the five dimensions of the SERVQUAL model: tangibility, responsiveness, empathy, security and reliability. The results revealed that, from a statistical point of view, there were no significant differences between customers' expectations and perceptions regarding the quality of services provided by the gym. The dimension with the best performance was Tangibility, while the worst rated was Security. In general, the customers surveyed got what they expected in terms of quality of service at the gym studied.