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Abstract

The relationship among satisfaction, perceived value, and future intentions is a recurring theme in the service literature. Traditional models in sports management have not studied the indirect effect (moderation) of instructors on activities in the aquatic environment or the effect of satisfaction with instructors. For this reason, the objective of this study is twofold: on the one hand, it aims to analyze the moderating effect that aquatic activities with an instructor has on management variables, and on the other hand, it seeks to observe the moderating effect of the satisfaction with this instructor on the rest of the variables. The study sample consisted of 424 users, aged 18 to 84 years, (M=48.57, SD=14.21; 58.3% female (247)), obtained by an intentional sampling among the users of the public aquatic facilities from a town in the Valencian region (Spain), Paterna, during the 2016-2017 season by trained personnel. Data were obtained through a self-compliant instrument composed of an ad hoc question regarding type of activity ("free swimming" or "guided water activities") and other scales that measure service perception of user. Based on the results obtained, there only seem to be significant differences in perceived value depending on the type of activity (free swimming vs guided aquatic activities). Taking into account the moderating effect of the type of activity, it is only observed in the effect of general user satisfaction on future intentions, with a greater effect in the case of free swimming than in the case of guided aquatic activities. Along the same lines, the results suggest that there is no moderating effect of satisfaction with the instructors on any of the relationships established.