Incidencia de la servucción en valoración del servicio de centros, crossfit, en Cuenca para mejorar la toma de decisiones Impact of servuction on the evaluation of service in crossfit centers in Cuenca to improve decision making

Abstract

This article aimed to analyze the main elements of service production—infrastructure, service provider, and other customers—that consumers evaluate in their training experience at CrossFit-type functional training centers. The study is justified by its contribution to managerial decision-making in these centers and to services marketing, as it provides empirical evidence in a local context that has been scarcely explored, such as the city of Cuenca. The research adopted a mixed-method approach, with an explanatory scope and a cross-sectional non-experimental design. Methodologically, it was grounded in the deductive method, drawing on theoretical foundations of service production and consumer evaluation to formulate hypotheses that were empirically tested. In the first phase, a qualitative technique was applied through a focus group, supported by a discussion guide, in order to deepen the understanding of users’ perceptions regarding the elements of service production. In the second phase, a quantitative study was conducted using structured surveys administered to users who pay a monthly membership fee at training centers located in the urban area of Cuenca. The questionnaire included variables related to infrastructure, service provider, other customers, price, usage situation, and consumer life cycle. The results showed that price, usage situation, and consumer life cycle do not significantly affect the evaluation of the training experience. Therefore, it is concluded that such evaluation is mainly based on the structural elements of service production, rather than on contextual variables associated with the user.