Como as dimensões da RSE influenciam as perceções éticas e a lealdade. Perspectivas do ténis recreativo
DOI:
https://doi.org/10.47197/retos.v77.118432Palavras-chave:
Clube de ténis, RSC, perceção de ética, participante desportivoResumo
Introdução: Embora o papel da responsabilidade social corporativa (RSC) no desenvolvimento e na sustentabilidade de organizações desportivas tenha sido demonstrado repetidamente, há uma carência de dados empíricos sobre como as suas diversas dimensões influenciam as avaliações éticas e a fidelização ao desporto participativo.
Objectivo: Esta investigação visa estudar as relações entre as dimensões da RSC, a ética percebida pelo consumidor (EPC) e a fidelização dos membros num clube de ténis.
Metodologia: Os dados foram recolhidos junto de 250 membros do clube de ténis através de questionários validados que mediram as perceções de responsabilidade social corporativa (RSC), ética percebida pelo consumidor e fidelização dos membros. A modelação de equações estruturais (MEE) foi então utilizada para testar os modelos de medida e estruturais.
Resultados: Os resultados revelaram que as diversas dimensões da RSC têm efeitos distintos nas avaliações éticas. A responsabilidade ambiental surgiu como um forte preditor positivo da ética percebida, enquanto a responsabilidade social apresentou um impacto negativo significativo. Observou-se que a responsabilidade económica não teve um efeito significativo na ética percebida. Contudo, observou-se que a ética percebida pelos consumidores foi o fator preditivo mais forte da fidelização de membros, superando os efeitos diretos das dimensões individuais da RSC.
Discussão: Os resultados da investigação devem ser comparados com os de outras pesquisas encontradas na literatura.
Conclusões: Estas descobertas realçam que as iniciativas de RSC nem sempre conduzem às mesmas avaliações éticas ou ao mesmo nível de fidelização dos clientes. Em vez disso, são as avaliações éticas dos membros que funcionam como o principal mecanismo para ligar a responsabilidade social à fidelização. Ao integrar a RSC e a ética corporativa num contexto de desporto participativo, o estudo oferece importantes insights de investigação e informações práticas para os diretores de marketing de organizações desportivas que procuram desenvolver estratégias de responsabilidade social fiáveis e eticamente sólidas para promover a fidelização dos membros a longo prazo.
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Direitos de Autor (c) 2026 Georgia Lagoudaki, Efi Tsitskari, Nikolaos Vernadakis, Katerina Paschalidou
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