Segmentación de usuarios de servicios deportivos (Segmentation of sport services users)
DOI:
https://doi.org/10.47197/retos.v0i25.34488Keywords:
Servicios deportivos, usuarios, motivación, segmentación.Abstract
El número de practicantes de Actividad Física aumenta. La cantidad de clientes de clubes deportivos se ve por tanto reforzada. Conocer los motivos de práctica deportiva de los usuarios es una necesidad de las organizaciones. El objeto de este trabajo es conocer los motivos de práctica deportiva y construir grupos de usuarios a partir de sus motivaciones. La muestra de este artículo ha sido un total de 2707 usuarios de servicios deportivos de Andalucía, de los cuales el 66.10% eran varones y el 33.90% mujeres, con una edad media de 25.29 ± 12.83. El instrumento utilizado ha sido utilizado la escala MPAM-R adaptada y validada al español. Se realizó un análisis de conglomerados en dos fases, técnica que busca agrupar tratando de lograr la máxima homogeneidad en cada grupo y las mayores diferencias entre ellos. Se han encontrado dos grupos diferentes de usuarios. Los factores más relevantes para establecer los grupos han sido Competencia, Disfrute y Fitness/salud. El grupo 1 se caracteriza por estar formado hombres, con una edad media menor, practicantes de deportes colectivos e individuales. El grupo 2 se encuentra un porcentaje mayor de mujeres, de una edad media, practicantes de actividades relacionadas con el fitness y deportes de raqueta, pertenecientes a organizaciones privadas.
Palabras clave: Servicios deportivos, usuarios, motivación, segmentación.
Abstract: The number of physical activity practitioners increases. The amount of customers on sport centres is thus reinforced. Knowing the reasons of sport practise is a must for these centres. The aim of this research is knowing the reasons of sport practise and setting up a group of users from their motivations. The sample on this article has been a total of 2,707 users of sport services in Andalusia, from which 66.10% were male and 33.90% female, with an average age of 25.29 ± 12.83. The tool used was the MPAM-R scale adapted and validated in Spanish. A two-step conglomerate analysis was made, this technique seeks to set up groups trying to get the maximum homogeneity inside each group and the maximum differences among them. It has been found two different groups of users. The most relevant factors to set up the groups have been Competence, Joy and Fitness/Health. Group 1 is characterized by being made up of men, with a lower middle age who practise collective and individual sports. Group 2 includes a higher percentage of women, middle age people, who practise activities related to fitness and racket sports, being members of private centers.
Keywords: Sport services, users, motivation, segmentation.
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