Incidence of gender and age on the quality, satisfaction and perceived value of users of organized sports activities

Abstract

Sports managers try to understand customer perceptions and to implement programmes that guarantee clients satisfaction and continuity, because of the increase in the practice of physical activity and the competitiveness of sports services. Objective: to determine the existence of differences in the model that relates quality, satisfaction and perceived value according to the gender and age of the users of organized sports activities. Method: 1.654 people (44.9% women), with a mean age of 32.52 ± 14.70 years participated in the study. The instrument used was the EPOD2 questionnaire and exploratory tests, correlations, Cronbach's alpha, AVE, composite reliability, factorial invariances and regression coefficients were used as statistical tests. Results: the activity assessment was positive, with satisfaction as the highest rated perception, followed by value and quality. Women rated the service better, finding significant differences by gender in the assessment of quality, and significant differences according to age and sex in the assessment of value. Quality has a direct and significant relationship with value, both concepts being an antecedent of satisfaction. Conclusions: the user of organized sports activities has a very positive perception of the service. Women rate quality and value more highly. The younger the age, the lower the value assessment. The results of the study justify the establishment of management strategies for the improvement of quality and perceived value in order to satisfy customers and build customer loyalty.