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Si us plau utilitzeu sempre aquest identificador per citar o enllaçar aquest document: https://hdl.handle.net/2445/178379
Análisis de la política comercial de los centros y clubs deportivos de Catalunya
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[spa] El deporte ha experimentado una gran evolución a lo largo de los años, hecho que se ha reflejado de manera directa en un aumento de la población practicante y en un incremento de la oferta de las instalaciones deportivas. En mercados en constante evolución y altamente competitivos, la excelencia en la prestación de servicios juega un papel decisivo. De este modo, resulta imprescindible que los centros y clubs deportivos presenten una política comercial definida, orientada a la prestación de un servicio de calidad como elemento diferenciador entre la competencia. Pese a la importancia de dicha temática, no se ha encontrado literatura que discuta de manera específica la gestión de la política comercial en el ámbito deportivo en nuestro país. Asimismo, tampoco se han hallado estudios del sector que hayan utilizado la técnica del mystery shopper. De este modo, la presente investigación tiene como objetivo analizar la gestión de la política comercial de los centros y clubs deportivos de Catalunya. Los resultados de la presente investigación muestran modelos de gestión diferenciados en función de la tipología de centro o club deportivo, siendo los centros deportivos privados los que presentan una política comercial más definida. Las conclusiones del presente estudio pueden ser de interés y de ayuda a los gestores de las entidades deportivas para establecer sus políticas comerciales.
[eng] Sport has experienced a huge evolution throughout the years, which is directly reflected on an increase in the population engaged in sport, as well as in the supply of sports facilities. In constantly evolving and highly competitive markets, excellence in service delivery plays a decisive role. Therefore, it is essential that sports centres and clubs present a defined trade policy aimed at providing a quality service as a differentiating element among the competition. Despite the importance of this topic, no literature has been found that specifically discusses the management of sport trade policy in Catalonia. Furthermore, there are no studies in the sector that make use of the technique of the mystery shopper. Consequently, this research aims to analyse the management of the commercial policy of sports centres and clubs in Catalonia. The results of this research will show differentiated management models depending on the type of sports centre or club, with private sports centres being the ones with a more defined trade policy. The conclusions of this study could be useful and helpful for the managers of sports entities in order to establish their own trade policy.
[eng] Sport has experienced a huge evolution throughout the years, which is directly reflected on an increase in the population engaged in sport, as well as in the supply of sports facilities. In constantly evolving and highly competitive markets, excellence in service delivery plays a decisive role. Therefore, it is essential that sports centres and clubs present a defined trade policy aimed at providing a quality service as a differentiating element among the competition. Despite the importance of this topic, no literature has been found that specifically discusses the management of sport trade policy in Catalonia. Furthermore, there are no studies in the sector that make use of the technique of the mystery shopper. Consequently, this research aims to analyse the management of the commercial policy of sports centres and clubs in Catalonia. The results of this research will show differentiated management models depending on the type of sports centre or club, with private sports centres being the ones with a more defined trade policy. The conclusions of this study could be useful and helpful for the managers of sports entities in order to establish their own trade policy.
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BENITO COLIO, Berta. Análisis de la política comercial de los centros y clubs deportivos de Catalunya. [consulta: 24 de gener de 2026]. [Disponible a: https://hdl.handle.net/2445/178379]