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Departament D'activitat Física I Esport DEPARTAMENT D’ACTIVITAT FÍSICA I ESPORT ANÁLISIS DE LA CALIDAD DEL SERVICIO EN LOS EVENTOS DEPORTIVOS. CALIDAD PERCIBIDA Y SATISFACCIÓN DE LOS ESPECTADORES Y DE LOS DEPORTISTAS. CARLOS PÉREZ CAMPOS UNIVERSITAT DE VALÈNCIA Servei de Publicacions 2010 Aquesta Tesi Doctoral va ser presentada a València el dia 1 de juliol de 2010 davant un tribunal format per: - Dr. Ismael Quintanilla Pardo - Dr. Rafael Cortés Elvira - Dra. Leonor Gallardo Guerrero - Dra. Alicia López Yeste - Dra. Ana Mª Gómez Tafalla Va ser dirigida per: Dr. José Javier Mundina Gómez Dr. Ferran Calabuig Moreno ©Copyright: Servei de Publicacions Carlos Pérez Campos Dipòsit legal: V-3495-2011 I.S.B.N.: 978-84-370-7945-5 Edita: Universitat de València Servei de Publicacions C/ Arts Gràfiques, 13 baix 46010 València Spain Telèfon:(0034)963864115 “Análisis de la calidad de servicio en los eventos deportivos. Calidad percibida y satisfacción de los espectadores y de los deportistas” TESIS DOCTORAL Presentada por: D. Carlos Pérez Campos Directores: Dr. José Javier Mundina Gómez Dr. Ferran Calabuig Moreno Valencia, 2010 Dr. D. José Javier Mundina Gómez, Profesor Titular de la Universitat de València, adscrito al Departamento de Educación Física y Deportiva. Dr. D. Ferran Calabuig Moreno, Profesor asociado doctor de la Universitat de València, adscrito al Departamento de Educación Física y Deportiva. CERTIFICAN: Que el presente trabajo, titulado “Análisis de la calidad de servicio en los eventos deportivos. Calidad percibida y satisfacción de los espectadores y de los deportistas”, ha sido realizado bajo su dirección en el Departamento de Educación Física y Deportiva de la Universitat de València, por D. Carlos Pérez Campos, para optar al grado de Doctor en Ciencias de la Actividad Física y Deporte. Habiéndose concluido, y reuniendo a su juicio las condiciones de originalidad y rigor científico necesarias, autorizan su presentación a fin de que pueda ser defendido ante el tribunal correspondiente. Y para que así conste expiden y firman la presente certificación en Valencia a 25 de marzo de 2010. Fdo: José Javier Mundina Gómez Fdo: Ferran Calabuig Moreno Para Olaya, que viste el principio pero no has conocido el final de este trabajo. Cada día siento tu ausencia. No habrá nada ni nadie que ocupe tu espacio. Para Domingo y Luís, porque pase lo que pase se que siempre estaréis ahí. Completáis mi vida. Para Iván, esperando que las imágenes que te han llegado durante el tiempo que ha durado este trabajo, te valgan tanto como las palabras. Para el Tito Ricardo, que no ha podido ver el final de este trabajo y estará junto a su hermana. Por y para Laura, por que te quiero no es suficiente, el resto de mi vida estaré en deuda contigo por tu apoyo, ayuda y comprensión durante este tiempo. Ni que decir tiene que este trabajo nunca hubiera visto la luz si tú no hubieras estado a mi lado. Gracias con el corazón, princesa. Agradecimientos En primer lugar quisiera dar las GRACIAS con mayúsculas al Dr. D. Ferran Calabuig, porque a las puertas del camino del conocimiento y la investigación, todo alumno precisa de un maestro, y sin lugar a dudas, ese espacio lo ocupas tú. Gracias por tu dedicación, paciencia, entrega y amistad que van de la mano de tu forma de ser, “moltes gràcies Ferran”. Gracias, al Dr. D. Javier Mundina por brindarme la oportunidad de participar en su grupo de investigación. Desde el principio tu visión global ha hecho mucho más fácil cumplir con los plazos de este trabajo, gracias por tu apoyo incondicional. Gracias, al Dr. D. José Enrique Gallach por confiar en mí y darme la oportunidad de poder trabajar y aprender junto a ti. Desde dentro, ciertas son tus palabras, “los eventos se viven de un modo muy, pero que muy diferente”. Gracias a D. José Luís de Carlos, Coordinador general del 12º Cpto. del Mundo IAAF de atletismo en pista cubierta de Valencia por permitir esta investigación. Agradecer al gerente de la Fundación Deportiva Municipal Luís Cervera su colaboración para poder llevar a cabo el trabajo de campo, gracias por acreditar a todos y cada uno de mis colaboradores durante el 44º Campeonato de España de atletismo y sobre todo durante el 12º Cpto. del Mundo IAAF de atletismo en pista cubierta de Valencia. Gracias al equipo directivo del colegio San Miguel Arcángel de Burjassot por concederme las facilidades necesarias que implicaban llevar a cabo un trabajo de esta envergadura. En agradecimiento a todas y cada una de las personas que me ayudaron durante el trabajo de campo: Gracias a Luís J. Pérez Campos por no dar un espectador ni un cuestionario por perdido y a Nuria Febrero por su apoyo logístico. Gracias a Mª José Gimeno por mostrarme su habilidad y su 9 destreza volcando datos, cuestionario tras cuestionario más allá del territorio nacional. Gracias a Eduardo Febrero, Miguel Varea, Rafael Benlloch e Israel Díaz, amigos que siguen estando ahí a pesar de los años. Gracias a Lorena Ortiz, María Ramos, Marisa Tarín, Clara Martínez y Sergio Vivó, maestros de profesión, maestros como personas y de por vida. Gracias a Aída Marco y María Ferrando, por su ayuda cuando lo necesité. Gracias a Clara de la Encarnación y Esther Ayuso por su saber estar. Gracias a Anabel Ramírez, tus instantáneas de cada competición harán que nuestros recuerdos no caigan en el olvido. Gracias a Pep Crespo, Leonardo Méndez y David Sánchez, por su entrega y su incondicional disposición para lo que fuere, donde y cuando fuere. Gracias a mi familia (Campos, Pérez y Sánchez) por aguantar imagino, mis soporíferas y monotemáticas conversaciones en cada reunión familiar en relación a este trabajo. Finalmente, quisiera acordarme y darle las gracias (por si algún día se encuentran con este trabajo) a cada uno de los espectadores y deportistas del Cpto. de España y del Mundial de atletismo de Valencia 2008, que perdieron momentos de la competición por atender tan cordialmente a los encuestadores. A vosotros y a todos ustedes, Gracias. 10 ÍNDICE. Índice CAPÍTULO I.................................................................................... 27 1.-INTRODUCCIÓN ....................................................................... 29 CAPÍTULO II. ................................................................................. 37 2.- LOS EVENTOS DEPORTIVOS. ................................................ 39 2.1.- Los eventos deportivos en la historia.................................. 39 2.1.1.- Los primeros eventos, Grecia y Roma. ...............................40 2.1.2.- El surgimiento del deporte contemporáneo en Inglaterra 49 2.1.3.- El Movimiento Olímpico .................................................... 55 2.2.- Conceptualización de los eventos deportivos..................... 64 2.2.1.- Introducción. ......................................................................64 2.2.2.- Concepto.............................................................................65 2.2.3.- Clasificación de los eventos deportivos. ............................69 2.3. La organización de los eventos deportivos. ..........................75 2.3.1.- Introducción. ...................................................................... 75 2.3.2.- Fases de los eventos deportivos......................................... 77 2.3.3.- Áreas de Gestión.................................................................84 2.4.- Los eventos y la práctica deportiva. ................................... 89 2.5.- Los eventos deportivos y la promoción turística................ 92 2.6.- El impacto económico de los eventos deportivos. ............. 97 CAPÍTULO III................................................................................105 3.- LA CALIDAD PERCIBIDA Y LA SATISFACCIÓN EN LOS EVENTOS DEPORTIVOS. ...................................107 3.1.- Conceptualización de la calidad de servicio. .................... 108 3.1.1.- Calidad de Servicio como diferencia entre las expectativas y las percepciones del cliente. .................................110 3.1.2.- La Multidimensionalidad de la Calidad de Servicio. ........112 3.2.- El modelo de Parasuraman, Zeithaml y Berry. ................. 116 3.3.- Modelo tridimensional de Brady y Cronin........................122 3.4.- La calidad en la gestión del deporte. ................................ 128 3.5.- La calidad en los eventos deportivos................................ 140 13 CAPÍTULO IV ................................................................................147 4.- METODOLOGÍA. .....................................................................147 4.1.- Muestra. .............................................................................149 4.1.1.- Características de la muestra de los espectadores. .......... 152 4.1.1.1.- Edad de los espectadores.......................................152 4.1.1.2.- Sexo de los espectadores.......................................153 4.1.1.3.- Formación académica de los espectadores...........153 4.1.1.4.- Práctica deportiva de los espectadores.................155 4.1.1.5.- Asistencia a eventos deportivos. ...........................156 4.1.2.- Características de la muestra de los deportistas...............157 4.1.2.1.- Edad de los deportistas. ........................................157 4.1.2.2.- Sexo de los deportistas. ....................................... 158 4.1.2.3.- Nacionalidad de los deportistas. ..........................159 4.1.2.4.- Prueba de los deportistas. ....................................161 4.1.2.5.- Participación en competiciones internacionales. ................................................................
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