Influência de variáveis de desempenho de serviço e variáveis de marca na fidelidade de usuários de eventos de esports
DOI:
https://doi.org/10.47197/retos.v45i0.93521Palavras-chave:
esports, eventos de esports, gestão de marca, fidelidade, videogamesResumo
O setor de esports aumentou tanto sua popularidade entre a população que a realização desses eventos cresceu ao longo dos anos. O objetivo deste estudo foi descobrir qual a influência das variáveis de desempenho do serviço: qualidade geral e valor percebido; e as variáveis da marca: credibilidade da marca, reconhecimento da marca e imagem corporativa, na fidelidade do usuário. Para obter as informações, foi aplicado um questionário presencial e online por eventos de esports realizados na Comunidade Valenciana, Espanha. Obtendo uma amostra total de 194 participantes. Em primeiro lugar, foi realizada uma análise descritiva dos resultados e uma análise de correlação de Pearson para verificar a independência das variáveis preditoras de lealdade. Por fim, foi realizada uma regressão linear com o intuito de verificar se as variáveis de desempenho do serviço e as variáveis da marca proposta tiveram influência significativa na lealdade. Os resultados obtidos indicaram que as variáveis de desempenho do serviço predisseram significativamente a lealdade. Enquanto, das variáveis da marca, apenas a imagem corporativa o fez. Esses dados mostraram que para melhorar a fidelização dos usuários em eventos de e-sports, as estratégias devem ser priorizadas nas variáveis que influenciam os aspectos relacionados à percepção de desempenho do evento, sobre os da marca.
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Direitos de Autor (c) 2022 Jaime SC Amor, Sergio Aguado Berenguer, Fernando García Pascual
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