Determinantes de la lealtad en la relación entre la Liga Antioqueña de Tenis de Campo y sus clientes
Resumen
Las organizaciones deportivas deben tomar decisiones acertadas en el ámbito del marketing, por lo que es necesario que dichas decisiones se basen en estudios que permitan identificar las características de las relaciones que mantienen con sus clientes, esto con el fin de que estas sean duraderas en el tiempo. En la literatura mundial se evidencian estudios que relacionan el entorno empresarial con el deportivo, pero pocos han estudiado este tipo de relación utilizando en su conjunto los constructos de satisfacción, valor percibido, confianza, compromiso y lealtad. Por lo tanto, este artículo pretende analizar los determinantes de la lealtad en la relación de la Liga Antioqueña de Tenis de Campo con sus clientes. La investigación se llevó a cabo a través de una metodología mixta que incluye dos fases: una fase exploratoria para comprender el problema de investigación y establecer las hipótesis, y otra descriptiva, de corte transversal simple, con análisis mediante un modelo de ecuaciones estructurales, bajo el enfoque de mínimos cuadrados parciales. El estudio arrojó una confirmación total de las hipótesis planteadas para el modelo, evidenciando los determinantes de la lealtad indicados por el marketing relacional en el contexto deportivo, específicamente en el de la Liga Antioqueña de Tenis de Campo y sus usuarios, encontrando que los determinantes directos de la lealtad, y que presentan un efecto positivo, son la satisfacción, la confianza y el compromiso.
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