Modelización y medida de la Calidad Percibida en centros deportivos: la escala QSport-10. (Modelling and Measuring Perceived Quality in Sports Centres: QSport-10 scale).

Resumen

El paso de una orientación centrada en el producto a una orientación centrada en los consumidores ha generado importantes modificaciones en la configuración de los servicios deportivos. Este nuevo enfoque, unido al incremento de la oferta de gimnasios y centros deportivos ha generado la necesidad de desarrollar modelos e instrumentos capaces de explicar cómo se genera la calidad percibida en la mente de los consumidores, y evaluarla de manera rigurosa. El objetivo de este trabajo es desarrollar una nueva escala para usuarios de centros deportivos españoles. La realización de un estudio empírico en el que participaron 358 usuarios de centros deportivos de distintos sexos, edades, tipos y niveles de práctica deportiva, y los análisis psicométricos realizados han permitido obtener una escala breve (de tan solo 10 ítems) que los directores pueden usar para realizar un seguimiento periódico de la calidad de su servicio, detectando de manera sencilla sus posibles fortalezas y debilidades. Por otra parte, la aplicación de los modelos de ecuaciones estructurales permite relacionar las diferentes dimensiones de calidad con la satisfacción de los usuarios, identificando con ello las dimensiones o elementos que resultan más relevantes para la gestión.

Palabras clave: organización deportiva; calidad del servicio; centros deportivos; satisfacción del cliente.

Abstract

Moving from an orientation focused in product towards an orientation focused in customer begins to give rise to a new type of services such as sports services. This new approach, combined with increased supply of gyms and sports centres, has created a need to develop tools and models to explain how perceived quality is generated in the minds of consumers, and evaluate it rigorously. The aim of this work is to develop a new scale for Spanish sports centre users. Conducting empirical work involving 358 users of sports facilities of different sexes, ages and athletic practices, psychometric tests performed have yielded a wide brief (only 10 items) that managers can use to easily detect the strengths and weaknesses of their service. Moreover, the application of structural equation modelling allows to relate the different dimensions of quality with users satisfaction, thereby identifying the dimensions and elements are most relevant to the management.

Key words: sports management; service quality; sports centres; customer satisfaction.

doi:10.5232/ricyde2010.01804

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