La promoción del deporte a través de la felicidad del deportista federado en Kárate

Laburpena

Objective: The main objective of the present work is first to analyze the causes of the scarce variation in the number of sports licenses in the last 10 years and consequently contribute strategies to attract and retain the affiliated member. One of the novelties of this work is that the main variables that affect consumer happiness are analyzed. Thus, organizations can correctly manage these variables in order to make their members happier. Happier people are more likely to continue in the federation and attract new members. Design/Methodology: Firstly, an exploratory study was carried out with a review of the information, followed by a correlational study with primary information through a survey. For this, the variables that influence athletes´ happiness are analyzed, obtaining a sample of 601 affiliated athletes. The fieldwork was carried out in the various autonomous karate federations in Spain. Results: The data reveals that the main explanatory variables of happiness are perceived quality and satisfaction. Likewise, the results of the empirical study confirm that the variables analyzed for service quality, satisfaction and trust positively influence happiness. In this way, managers of sports federations can make decisions focused on maximizing the happiness of their members and creating communication strategies that connect the happiness and services of the federation more effectively. Limitations/Implications: One of the main limitations is that this research has been carried out on a specific sport discipline, karate. So in future lines of research you can extrapolate to other federations that generate new perspectives. Originality / Contribution: One of the main objectives sports federations have is the promotion and dissemination of sport in society. However, the real situation is that the number of federated athletes has increased scarcely in recent years. As a result of this situation, this study aims to contribute to explaining to the managers of sports federations how they can develop more creative and effective communication campaigns in hope of obtaining loyal consumers along with a more considerable increase in members.