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MINISTERUL EDUCAŢIEI NAŢIONALE
UNIVERSITATEA ,,VALAHIA” din TARGOVISTE IOSUD – ŞCOALA DOCTORALĂ DE ŞTIINŢE ECONOMICE ŞI UMANISTE
DOMENIUL FUNDAMENTAL ŞTIINŢE ECONOMICE
DOMENIUL MANAGEMENT
TEZĂ DE DOCTORAT
REZUMAT
CONDUCĂTOR DE DOCTORAT,
Prof. univ. dr. Ion PÂRGARU
DOCTORAND,
Mihaela Loredana BĂDINA (RĂDULESCU)
TÂRGOVIŞTE
2019
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MINISTERUL EDUCAŢIEI NAŢIONALE
UNIVERSITATEA ,,VALAHIA” din TARGOVISTE IOSUD – ŞCOALA DOCTORALĂ DE ŞTIINŢE ECONOMICE ŞI UMANISTE
DOMENIUL FUNDAMENTAL ŞTIINŢE ECONOMICE
DOMENIUL MANAGEMENT
MOTIVAREA POPULAȚIEI PENTRU
ACTIVITĂȚILE FIZICE ȘI SPORTIVE:
PROVOCARE PENTRU SĂLILE/ CLUBURILE
DE FITNESS
CONDUCĂTOR DE DOCTORAT,
Prof. univ. dr. Ion PÂRGARU
DOCTORAND,
Mihaela Loredana BĂDINA (RĂDULESCU)
TÂRGOVIŞTE
2019
2
CUPRINSUL REZUMATULUI TEZEI DE DOCTORAT
CUPRINSUL TEZEI DE DOCTORAT ................................................................................. 3
CUVINTE CHEIE:................................................................................................................... 5
IMPORTANŢA, ACTUALITATEA ŞI NOUTATEA TEMEI ........................................... 5
STRUCTURA TEZEI DE DOCTORAT ............................................................................... 6
CONTRIBUŢII PERSONALE ............................................................................................. 13
LIMITE ŞI DIRECŢII VIITOARE DE CERCETARE ..................................................... 14
Limite ale cercetării ............................................................................................................. 14
Direcţii viitoare de cercetare şi acţiune ............................................................................... 15
BIBLIOGRAFIE .................................................................................................................... 16
CURRICULUM VITAE ........................................................................................................ 28
LISTA LUCRĂRILOR ȘTIINȚIFICE ................................................................................ 33
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CUPRINSUL TEZEI DE DOCTORAT
Capitolul 1. Economia sportului: o ramură transversală
1.1. Importanța economiei sportului
1.2. Sportul în diferitele sale dimensiuni
1.2.1. Dimensiunea educativă
1.2.2. Dimensiunea socială
1.2.3. Dimensiunea politică
1.2.4. Dimensiunea economică
1.2.5. Dimensiunea juridică
1.2.6. Dimensiunea mediatică
1.3. Activitatea de fitness : o ramură a sportului în plină dezvoltare
1.3.1. Fitnessul un serviciu
1.3.2. Istoria fitnessului
1.3.3. Clientul(practicantul) structurilor de fitness
1.3.4. Resursele umane și materiale din dotarea structurilor de fitness:
importanță și standarde de asigurare a calității serviciilor prestate.
Capitolul 2. Comunicarea și motivarea în organizaţiile sportive
2.1. Definirea conceptelor
2.1.1. Comunicarea
2.1.2. Motivarea
2.2. Comunicarea în organizaţiile sportive
2.2.1. Rolul comunicării în organizaţiile sportive
2.2.2. Mijloace de comunicare
2.3. Motivarea în organizaţiile sportive
2.3.1. Teorii de motivare
2.3.2. Rolul motivării în organizaţiile sportive
Capitolul 3. Dimensiuni actuale ale practicării activităților sportive: o analiză
comparativă între România şi restul țărilor din Uniunea Europeană
Capitolul 4. Factorii determinanți ai fidelizării clienților unei structuri de fitness
4.1. Cadrul conceptual al cercetării
4.2. Metodologia sondajului de opinie in rîndul clienților structurilor de fitness
4.3. Rezultatele sondajului de opinie în rândul practicanților din eșantionul de săli de
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fitness din municipiile București, Ploiești și Târgoviște
4.3.1. Identifacrea clienților potențiali
4.3.2. Motivarea aderenţilor sălii de fitness pentru activitățile fizice
Capitolul 5. Direcţii de dezvoltare a activității de fitness în România
5.1. Provocări ale sectorului de fitness în contextul tendinței de globalizare a
practicării sportului şi a activităților fizice.
5.2. Axe strategice care pot definii un plan de acțiune pentru dezvoltarea și
modernizarea structurilor de fitness în România.
Concluzii generale
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CUVINTE CHEIE:
• economia sportului
• servicii de fitness
• comunicare
• motivare
IMPORTANŢA, ACTUALITATEA ŞI NOUTATEA TEMEI
Beneficiile asociate practicării de activității sportive, fizice și în aer liber nu mai sunt
de demonstrat. Aceste trei domenii de activitate contribuie la calitatea vieții indivizilor și
comunităţilor intervenindu-se pe mai multe planuri, din care sunt de reținut sanătatea,
dezvoltarea personală, asociativă şi colectivă, educaţia şi dezvoltarea economică.
Pe planul sănătații, a fost demonstrat că adoptarea unui mod de viață fizic activ
contribuie la menţinerea sănătații indivizilor și la prevenția anumitor maladii legate de
sedentarism. Un mod de viață fizic activ pleacă de la obiceiurile de viață sănătoase, o
alimentație sănatoasă și un mediu făra tutun.
Pe plan individual și colectiv ,sportul, activitatea fizică și în aer liber permit
dezvoltarea personală, adoptarea de valori legate îndeosebi de loisir și bunăstare, de depașirea
de sine, de colaborare, de angajament și de respect al altora și al mediului, și prin extensie, de
sentimentul de apartenență și de reziliență.
În materie de educație, practica a unei activități sportive fizice sau în aer liber poate să
contribuie la reuşită școlară și oferirea ocaziilor de dezvolatre a abilităților tehnice ale
educației şi ale mediului.
Recunoscând importanța dimensiunilor și a valorilor asociate practicării de activități
sportive și fizice, fitnessul cunoaşte un succes foarte important în ţările europene, numeroşi
oameni aderând la programele "fitness".
Cu toată larga democratizare, sportul şi activităţile fizice rămân supuse numeroşilor
discrimananţi, precum venitul, deplasare în teritoriu, vârstă, gen. În acest context, oferta
sportivă trebuie să fie adoptată practicării de masă non competitivă. Se pune astfel un set de
întrebări:
- Care sunt cele mai eficace practici de antrenament, de către toţi aderenţii a unui sport
sau activitate fizică?
- Trebuie să se influenţeze cererea, dacă da, cum?
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- Care sunt tipurile de actori care trebuie să acţioneze şi în ce măsură pentru a concilia
obiectivele de politică publică şi respectarea preferinţelor individuale?
Obiectivul strategic urmărit este de a găsi evoluţiile posibile ale activităţii de fitness în
România. Acest obiectiv se fondează pe postulatul potrivit căruia fitnessul este un serviciu
pus în practici pentru a satisface nenoile (aşteptările) clientului şi cunoaşte o lărgire a ofertei
care se traduce printr-o segmentare a pieţei. Există diferite tipuri de clienţi după vârstă, gen,
stare de sănătate.
Pentru a atinge acest obiectiv strategic un club/sală de fitness trebuie să se facă:
- mai util (definirea serviciilor corespunzătoare clientelei sale);
- mai accesibil (pentru persoanele cu mobilitate redusă);
- mai utilizabil (asigurarea unui parcurs în sala de antrenament care să facă accesul la
servicii mai simplu);
- mai dezirabil (crearea unui cadru mai vizibil şi mai emoţional);
- mai credibil (ansamblul acestor cerinţe consolidează calitatea percepută de către
client).
STRUCTURA TEZEI DE DOCTORAT
Teza de doctorat este structurată în cinci capitole, la care se adaugă introducerea și
secțiunea finală de concluzii generale și contribuții personale. Cele cinci capitole se pot grupa
în două părți: în prima parte formată din capitolele 1 și 2, este tratat aspectul teoretic legat de
domeniul investigat, iar în cea de-a doua parte, constituită din ultimile trei capitole, se
regăsesc aspectele practice relevamte pentru demersul științific care stă la baza tezei de
doctorat.
Primul capitol – ”Economia sportului: o ramură transversală” este consacrat
câmpului teoretic în care se integrează activitatea de fitness, ramură în plină dezvoltare cu
valențe deloc de neglijat în explicarea interfaței dintre sport și bunăstare, respectiv starea de
sănătate a populației. Acest capitol relevă diferitele dimensiuni ale sportului – educativă,
socială, politică, economică, juridică, mediatică, care definesc economia sportului ca o ramură
transversală, ca turismul sau cultura de exemplu. Din această perspectivă, economia sportului
nu este un sector de activitate economică tradițională, al cărui impact, în termen de cifră de
afaceri,de valoare adăugată, poate să fie dedus direct din date statistice economice, cum este
cazul agriculturii sau industriei constructoare de mașini bunăoară. Economia sportului
(dimpotrivă) este numită o ramură transversală, compunându-se dintr-o multitudine de
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sectoare economice, ele însele independente. Acest caracter eminamente transversal și
heterogen al economiei sportului explică de ce importanță nu este corect cunoscută și
percepută, deși sportul are o puternică ancorare în rândul populației. Emergența fitnessului ca
ramură a sportului se explică prin rolul său de a dinamiza legătura intrinsecă dintre sport și
sănătatea unei societăți umane, de a pune în valoare impactul sportului ca sector de educație a
populației. Iar pentru a-și îndeplini aceste valențe pragmatice, activitatea de fitness trebuie să
se desfășoare potrivit unor criterii standardizate de resurse umane și materiale.
Capitolul al 2 lea Comunicarea și motivarea într-o organizaţie sportivă este o
continuare a abordării teoretice a problematicii stiințifice ce este investigată prin demersul
nostru. Instituţia fiind o organizație, un ansamblu al sistemelor în interacțiune structurate al
cărui prim obiectiv este căutarea de a obține profit, ceea ce îi asigură supraviețuirea în mediul
său, trebuie să adopte o bună strategie de comunicare, internă și externă, de motivare în
scopul favorizării, dezvoltării, a fidelizării și a unei eficiențe prin rentabilizarea resurselor sale
și a competențelor (resurse umane). Însă, în egală măsură, atingerea acestor obiective,
impune ca organizaţia sportivă să se asigure de o bună imagine atât în interior cât și în
exteriorul acesteia.
În paginile acestui capitol se găsesc răspunsuri la următoarele întrebări:
- În ce constă comunicarea internă în organizaţia sportivă?
- Care este legătura între comunicarea internă şi motivarea salariaţilor?
- Care sunt finalităţile şi mizele comunicării din perspectiva fidelizării clienţilor?
Capitolul al 3 lea Dimenisuni actuale ale practicării activităților sportive: o analiză
comparativă între România și restul țărilor din Uniunea Europeană scoate în relief
tendințele majore ale evoluției sportului și activităților fizice în UE27. (Având ca sursă de
informaţie)1
România se plasează pe ultimele locuri în ierarhia celor 27 de țări ale UE în termeni de
nivel de practicare a activităților fizice și sportive. Astfel, față de cele 15 state cu ponderi sub
50% a repondenților care au afirmat că niciodată nu practică sportul sau unele activități fizice
(media EU-27 este de 39%), România cu o pondere de 49% a repondenților care au indicat că
nu sunt practicanți a unei activități sportive/fizice, se plasează în partea de jos a
clasamentului, înaintea Greciei (67%), Bulgariei (58%), Italiei (55%).
Capitolul al 4 lea. Factorii determinanți ai fidelizării clienților unei structuri de
fitness (club/sală) reprezintă piatra unghiulară a demersului stiințific aflat la baza elaborării
1 Eurobarometre special 334 (2010)
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tezei noastre de doctorat fiind axat pe analiza exploratorie a rezultatelor unei cercetări de teren
(sondaj de opinie) proiectată și realizată de către autoarea acesteia, în corespondență cu
problema stiințifică asupra căreia s-a oprit pentru a fi investigată.
Cercetarea înteprinsă are ca principală caracteristică abordarea transversală a sferei
investigate -activitatea de fitness - acoperind sistemul prestării de servicii destinate activității
fizice, sistem fondat pe paradigma potrivit căreia serviciul rezultă din interacțiunea a trei
elemente de bază necesare prestării sale, respectiv:
• Clientul (practicantul unei activități de fitness);
• Suportul fizic (aparatele din sala de fitness);
• Personalul de contact (instructori sportivi, consilieri sportivi, etc).
Aceste trei elemente au constituit subiecte ale întrebărilor chestionarului de
sondaj,structurate pe două module de analiză, vizând: (1) Motivarea aderenților sălii de fitness
pentru activități fizice și (2) satisfacția/insatisfacţia respondenților în timpul practicării
antrenamentelor în sala de fitness.
Capitolul 5. Direcții de dezvoltare a activităților de fitness în România este o
încercare a autoarei tezei de doctorat de a contura sfera de cuprindere, în limite realiste și
operaționabile a axelor strategice care pot defini un plan de acțiune pentru dezvoltarea și
modernizarea structurilor de fitness în România. Această schemă - cadru de fundamentare a
axelor strategice menționate a avut ca puncte de referință provocările sectorului de fitness în
contextul tendinței de globalizare a practicării sportului și actvităților fizice.
▪ Poziționarea epistemologică a tezei de doctorat.
• Tema tezei de doctorat, din punct de vedere epistemologic, acoperă două domenii
teoretice, comunicarea și motivarea, care joacă un rol cheie în difuzarea unei culturi
organizaţionale centrată pe client. Ea permite tuturor actorilor implicați în acest
obiectiv ambițios și totuși indispensabil să creeze clienți satisfăcuți fideli.
• Câmpul stiințific investigat este transversal, fiind în interconectare cu managementul
resurselor umane, marketingul strategic şi economia sportului.
• Metodologia folosită în procesul de elaborare a tezei de doctorat se bazează deopotrivă
pe cunoașterea teoretică și a experinței practice din țările UE, dar şi a autoarei tezei de
doctorat. Trebuie subliniat că autoarea are experiență ca instructor de fitness şi
totodată, ca manager (gestionar) al propiei săli de fitness.
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• Pentru documentare, s-a folosit o bibliografie bogată, formată din cărți, articole din
reviste de specialitate, materiale publicate pe internet, studii de cercetare (ca de
exemplu Eurobarometru privind consumul de servicii sportive și activități fizice).
Concluzii generale.
În această secțiune finală, de concluzii generale, sunt rezumate domeniile de interes
prioritar al demersului nostru stiințific, care, totodată, subliniază actualitatea și importanța
temei care face obiectul tezei de doctorat.
Evoluția sectorului de fitness
1. Oferta de servicii. Odată ce profesia s-a stabilizat, noi concepte au redinamizat
profesia în jurul low-cost a sălilor rezervate femeilor sau activităților mai ușoare, unde
bunăstarea, relaxarea și estetismul sunt valorizate. Are loc transformarea cluburilor de
fitness în cluburi de punere în formă.
2. Structura cererii pentru serviciile de sport și activități fizice înregistrează mutații
semnificative. Astfel, doar sportul versiunea bodybuilding nu mai face reţetă. Clientela
vine la sala de fitness să caute bunăstarea apelând la serviciile kinetoterapeuților,
esteticienilor, dieteticienilor și chiar coafezelor.
Ea descoperă virtuțile saunei, spaului, o tendință care înglobează practici heteroclite ca
gym acvatic, masaje.
3. Meseria evoluează spre servicii personalizate: mai mult ca niciodată, clientul are
nevoie de coaching pentru a se antrena.
4. În general, bărbații practică cu priorotate exercițiile pentru musculatură, iar femeile
cursurile colective. a fideliza membrii sălii de fitness se poate, de exemplu, printr-un
logiciel de gestiune să se recompenseze aderenții fideli.
Aceștia pot să cumuleze puncte care îl vor ajuta să profite de avantaje, cum sunt: o
lună de abonament oferit, un bin de cumpărare într-o firmă parteneră, o mapă
(servietă) oferită cadou, etc.
5. Alegerea între franşiză, activitate independentă sau asociere. Independentul
nonfrancizat propune un număr determinat de prestări personalizate într-o sală de mărime
limitată, nu depășește, în general, 1500mp. Franciza poate fi un atuu pentru a penetra mai
repede pe o piață beneficiind de notorietatea unei firme (mărci) și a unei formări a unei
asistențe tehnice și comerciale, precum și de diferite servicii.
6. Sportul se digitalizează.
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• Acest fenomen este o realitate și se traduce îndeosebi prin: partajarea
performanțelor sale cu rețelele sociale (în procent semnificativ de utilizator
facebook se conectează în timp ce fac sport).
• Accesul la cursuri gratuite online (de exemplu tip domyos).
• Antrenor specializați ”format web” cu o mare audiență (exemplu: Lucile
Wodward);
• Teledescărcarea aplicațiilor de coaching pe smartphone și tablete;
• Explozia obiectelor conectate legate de sport (ceas, brățări...)
2. Zece măsuri ”far” pentru a fideliza clienții unei săli de sport
Într-un context din ce în ce mai concurențial, devine dificil pentru o sală de fitness, de a
păstra portofoliul său de clienți. Pentru a evita pierderile de clientelă și deci de cifre de
afaceri, trebuie să se asigure că serviciul propus membrilor săi corespunde așteptărilor lor.
În acest scop, o sală de sport (de fitness) trebuie să-și concentreze eforturile pe
următoarele: 2
1. Grija de a avea o dotare ireporșabilă. Clienții dorescă să se simtă bine în sala de
fitness. Pentru aceasta, clienții trebuie să perceapă o bună imagine despre sala de
fitness ca fiind localul bine întreținut, curat, cu ambianță interioară, modernă și
atractivă și un personal carismatic și primitor.
2. Ascultarea aderenților săi. Pentru a răspunde mai bine așteptărilor clienților, este
necesar să-şi cunoască propriile nevoi.
Pentru aceasta , se recomandă sonderea opiniei aderenților. Întrebările din chestionarul de
sondaj trebuie să se refere la curățenie, activitățile din oferta comercială, orare, de
funcționare, echipamente, securitate.Astfel, se pot cunoaște punctele slabe și forte ale sălii
de fitness și apoi să se adapteze ofertele de servicii prestate.
3. Comunicarea cu clienții. Există numeroase canale pentru a comunica cu membrii sălii
de fitness: pe rețele sociale, pe site-ul internet, prin mail via un panou de afișaj în
clubul de fitness.Un client bine informat, este un client satisfăcut. Se pot comunica
informații despre evenimente, anularea unui curs, ambianța din club.
4. Formarea echipelor. Staff-ul sălii de fitness este un actor major al reușitei afacerii.
Echipa formată trebuie să poată asculta aderenții și să fie capabilă de a înțelege și a
anticipa nevoile lor. Staff-ul trebuie să fie proactiv, anticipând schimbările așteptărilor
clientului.
2 https://www.stadline.com/fitness-10-regle-fideliser-membres
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5. Însoțirea (acompanierea) aderenților. Trebuie urmăriți clienții cu ajutorul instructorilor
de fitness. Aceștia vor avea misiunea de a valida primele experiențe ale clienților în
timpul antrenamentelor lor.
6. Supravegherea frecventării sălii de fitness de către aderenți. După câteva săptămâni de
la înscriere sau după câteva luni de adeziune este necesar a supraveghea constant
frecvența membrilor aderenți. Un aderent care nu este prezent în sala de fitness după
trei săptămâni, trebuie să fie un semnal de alarmă. Doar dacă membrul nu mai
frecventează sala de fitness după un anumit timp, trimiterea unui mail sau darea unui
telefon sunt necesare pentru a înțelege motivele absenței sale și a-l orienta spre servicii
mai adaptate nevoilor sale.
7. Personalizarea comunicării. Folosind un logicel de gestiune, se pot definii campanii
de comunicare prin mail și sms personalizate. Comunicarea personalizată (de ex:
trimiterea unui mesaj pentru aniversările membrilor, trimiterea de mailuri de relansare
după o lungă absență) este un foarte bun mijloc pentru a rezerva relația cu clientul și a
genera vânzări.
8. Recompensarea clienților. Dacă se dorește fidelizarea clientului, trebuie să i se
mulțumească pentru fidelitatea sa. Pentru a a fideliza membrii sălii de fitness se poate,
de exemplu, printr-un logiciel de gestiune să se recompenseze aderenții fideli.
Aceștia pot să cumuleze puncte care îl vor ajuta să profite de avantaje, cum sunt: o
lună de abonament oferit, un bon de cumpărare într-o firmă parteneră, o mapă
(servietă) oferită cadou, etc.
9. Propunerea de formule de protecție. Formula de protecție vă permite pe deoparte
generarea de noi aderenți, iar pe de altă parte, motivarea abonaților care vor putea face
sport cu un apropiat al lor, vor beneficia de o lună gratuită sau de cadouri. Această
formulă este un principiu ”căștigător/căștigător” care permite fidelizarea facilă a
aderenților.
10. Crearea unei legături sociale. A veni la o sală de fitness înseamnă și un ”act social”
acesta semnificând că aderentul caută să-i regăsească prietenii săi. Pentru asta, trebuie
ca instructorii să urmărească a creea legături între aderenți, prezentându-i pe unii
altora. De asemenea, organizarea de evenimente frecvente, permite crearea unui
moment convivial, legarea de relaţii.
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3. Tendința de evoluție a structurilor de fitness. Studiul worldwide survey of fitness trends for
2015 al american college of sport medcine3 a conturat 20 de tendințe în materie de evoluție a
structurilor de fitness care sunt răspândite în alte țări și s-ar putea să fie introduse ca noi
concepte emergente și în țara noastră:
1. menținerea pe un trend ascendent a antrenamentului pentru greutatea corpului
2. hiit (high intensity interval training), respectiv antrenamente fracționate de
înaltă intensitate care constau în ”secvențe de antrenament scurte și intense”, în
alternanță cu faze de repaus care conduc la un rezultat maximal într-un timp
record .
3. instructori de fitness calificați experimentați.
4. antrenamente pentru întărirea musculaturii.
5. coaching personalizat.
6. exerciții pentru pierderea în greutate.
7. Yoga
8. programe de fitness pentru persoane în vârstă.
9. practicarea fitnessului funcțional sau utilitar pentru utilizarea întăririi
musculaturii în scopul ameliorării echilibrului, coordonării, forței, puterii și
anduranței de manieră a ameliora abilitatea persoanelor în activitățile
cotidiene.
10. coaching personalizat în grup.
11. promovarea sănătății la locul de muncă.
12. activtățile în aer liber.
13. wellness coaching, anexat pe coaching vizând bunăstarea integrală în
promovarea sănătății, schimbarea a comportamentului, prevenție contra bolilor
și programae de reabilitare.
14. circuitul training, respectiv antrenamentele fracționate de înaltă intensitate
tendința 2), dar cu o intensitate mai moderată.
15. core training.
16. antrenamentul pentru un sport specific.
17. exercițiul destinat copiilor pentru tratamentul sau prevenirea obezității
3 Thompson W (2014), worldwide survey of fitness trends for 2015 al american college of sport
medcine’s helth, Fitness Journal
13
18. măsurările rezultatelor sunt necesare pentru programele de sănătate și pentru a
avea o documentare despre succesele în schimbarea obiceiurilor proaste de
viață.
19. programele pentru salariați cu ținta de a ameliora, a stimula comportamentele
favorizante unei bune sănătăți.
20. boot camp o activitate fizică de mare intensitate și foarte structurată care se
inspiră din antrenamentele de stil militar.
În acest clasament, se disting mai multe axe generale:
• Sănătatea, (tendințele 6,7,8,9, 11,13,15,17,18,19) în două aspecte:
- Lupta contra obezității;
- Autonomia preservare de sine
• Antrenamentul personalizat (tendințele 3,5,10,13)
• Programele de antrenament (tendințele 1,2,4,7,14,16,15, 20) mai mult sau mai puțin
intensive
• Sportul în organizaţia sportivă (tendințele 11 și 19);
• Activitățile în aer liber (tendința 12);
• Tehnologie (tendința 18).
CONTRIBUŢII PERSONALE
Pe parcursul elaborării prezentei cercetări ştiinţifice, din punct de vedere al
problematicii analizate, contribuţiile semnificative ale autoarei sunt prezentate astfel:
1. Contribuţii privind specificitatea managementului în organizațiile sportive:
✓ prezentarea importanţei economiei sportului, pornind de la dimensiunea educativă
până la cea mediatică;
✓ identificarea impactului fitnessului şi rolul lui faţă de ameliorarea stării de sănătate
a individului;
✓ prezentarea istoriei fitnessului ca fiind o ramură a sportului în plină creştere;
✓ analiza conceptelor de comunicare şi motivare în organizatiile sportive, cu o analiză
asupra caracteristicilor organizației sportive privită ca sistem, dar și asupra
specificității organizațiilor sportive.
✓ abordarea motivării în organizaţiile sportive.
14
2. Contribuţii privind analiza comparativă a activităţilor sportive dintre
România şi restul arilor membre ale Uniunii Europene
✓ identificarea activităţilor sportive practicate la nivelul Uniunii Europene;
✓ prezentarea sistemului relaţional al motivării;
✓ identificarea teoriei motivaţiei şi a conducerii în viziunea lui Maslow;
✓ prezentarea teoriei bifactoriale a motivării.
3. Contribuţii privind cercetarea concretizată în factorii determinanţi ai
fidelizării clienţilor unei structuri de fitness
✓ elaborarea cadrului conceptual al cercetării întreprinse;
✓ stabilirea obiectivelor generale, dar şi a celor secundare în concordanţă cu
problematica studiată;
✓ elaborarea ipotezelor cercetării, având la bază obiectivele stabilite;
✓ conceperea chestionarului adresat aderenţilor (clienţilor) sălilor de sport/cluburilor
de fitness;
✓ prelucrarea, analiza şi interpretarea rezultatelor obţinute în urma aplicării
chestionarelor;
✓ verificarea ipotezelor;
✓ formularea unor concluzii şi propuneri pe baza rezultatelor obţinute.
LIMITE ŞI DIRECŢII VIITOARE DE CERCETARE
Limite ale cercetării
Având în vedere faptul că rezultatele obţinute în cercetarea întreprinsă au avut la bază
răspunsurile primite din partea aderenţilor (clienţilor) sălilor de sport/cluburilor de fitness, se
poate considera că aceştia au un caracter limitativ.
În elaborarea cercetării, principalele dificultăţi întâmpinatate se referă la:
✓ Amploarea/gradul de complexitate a temei de cercetare alese;
✓ Limitarea accesului la date privind organizaţiile sportive de pe teritoriul
României;
✓ Limitarea eşantionului la clienţii organizaţiilor sportive din Bucureşti, Ploieşti şi
Târgovişte;
15
✓ Rezultatele obţinute au la bază răspunsuri care constituie percepţii personale ale
aderenţilor (clienţilor) sălilor de sport, crescând astfel gradul de subiectivism al
cercetării.
Direcţii viitoare de cercetare şi acţiune
Din acest motiv, direcţiile viitoare de cercetare, având la bază prezentul elaborat
ştiinţific se concretizează în:
✓ extinderea direcţiei de dezvoltare a activităţii de fitness în România;
✓ elaborarea unui ghid din care sunt evidenţiate diferitele provocări ale sectorului de
fitness în contextul tendinţei de globalizare a practicării sportului şi a activităţilor
fizice;
✓ realizarea unor axe strategice care pot defini un plan de acţiune pentru dezvoltarea
şi modernizarea structurilor de fitness în România.
16
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28
CURRICULUM VITAE
Curriculum vitae Europass
Informaţii personale
Nume/Prenume Radulescu Mihaela Adresa Str.A.I.Cuza nr 30, cod postal 130007,Targoviste, Dambovita Telefon 0721.999.555
Fax 0245.613.113 E-mail [email protected]
Cetăţenia romana
Data naşterii 18.06.1980
Sex feminin
Locul de muncă vizat / Aria ocupaţională
Profesor coregraf, instructor de Zumba(R)Fitness
Experienţa profesională
Perioada 2013-2014 Funcţia sau postul ocupat Profesor coregraf balet-dansuri moderne
Principalele activităţi şi responsabilităţi
Instructor autorizat de Zumba(R)Fitness
Numele şi adresa angajatorului Asociatia „Eu Pot”-Targoviste Tipul activităţii sau sectorul de
activitate 2013-2014 Instructor dans
2001-2013 profesor coregraf ,dans clasic si modern, in cadrul Scolii Populare de Arta „Octav Enigarescu”-Targoviste 2000-2002 agent vanzari Connex Targoviste Economist
Educaţie şi formare
Numele şi tipul instituţiei de învăţământ / furnizorului de
formare Perioada
Universitatea „Valahia” din Targoviste, Facultatea de Stiinte Umaniste Specializarea Kinetoterapie si motricitate speciala 2018 – în prezent
Numele şi tipul instituţiei de învăţământ / furnizorului de
formare Perioada
Universitatea „Valahia” din Targoviste, Departamentul pentru Pregatirea Personalullui Didactic( D.P.P.D.) Nivelul I, (Regim Postuniversitar) 2018
29
Insitutia Organizatoare de Studii Universitare de Doctorat din cadrul Universitatii „Valahia” din Targoviste( IOSUD),MANAGEMENT
2016-2018 In curs de definitivare
Numele şi tipul instituţiei de învăţământ / furnizorului de formare
Perioada Calificarea / diploma obţinută
Numele şi tipul instituţiei de
învăţământ / furnizorului de
formare
Perioada
Universitatea „Valahia” din Targoviste,Facultatea de Stiinte Umaniste
2008-2011
Calificarea / diploma obţinută Diploma de licenta specializarea Educatie Fizica si Sport
Numele şi tipul instituţiei de
învăţământ / furnizorului de
formare
Universitatea „Valahia” din Targoviste,Facultatea de Stiinte Umaniste
Perioada 2007-2008
Calificarea / diploma obţinută Diploma de master, specializarea Auditul in Institutiile Publice si Private
Numele şi tipul instituţiei de
învăţământ / furnizorului de
formare
Universitatea „Valahia” din Targoviste,Facultatea de Stiinte Economice
Perioada 2004-2007
Calificarea / diploma obţinută Diploma de licenta specializarea Contabilitate,Informatica de Gestiune
Numele şi tipul instituţiei de
învăţământ / furnizorului de
formare
Universitatea „Valahia” din Targoviste,Facultatea de Stiinte Economice
Perioada 2001-2004
Calificarea / diploma obţinută Studii nefinalizate in cadrul Facultatii de Stiinte Economice, specializarea Marketing,
Universitatea „Valahia”-Targoviste
Perioada 1998-2001
Calificarea / diploma obţinută Diploma de licenta a Colegiului Universitar Economic si de Administratie,
specializ Birotica-Functionar Superior
Numele şi tipul instituţiei de
învăţământ / furnizorului de
formare
Universitatea „Valahia” din Targoviste,Facultatea de Stiinte Economice
Perioada 1994-1998
Calificarea / diploma obţinută Diploma de Bacalaureat, Liceul Teoretic „Nichita Stanescu-Ploiesti”, profil
limbi straine, intensiv franceza
Perioada Decembrie 1997
Calificarea / diploma obţinută Diploma de absolvire in specialitatea Dans Clasic, media 10,eliberata de
Scoala Populara de Arte-Ploiesti, Prahova
30
Educaţie şi formare
de specialitate
Perioada/
Calificarea / diploma obţinută
2008-2011
Perioada/
Calificarea / diploma obţinută
Diploma de licenta specializarea Educatie Fizica si Sport
Perioada/
Calificarea / diploma obţinută
Perioada/
Calificarea / diploma obţinută
Perioada/
Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Martie 2014
OFFICIAL ZUMBA(R)STEP INSTRUCTOR
Februarie 2014
Instructor autorizat de Zumba (R)Kids and Zumba Kids Jr.Boost
Octombrie 2013
Instructor autorizat de Zumba (R)Kids and Zumba Kids Jr
Mai 2013
Instructor autorizat de Zumba (R)Sentao
Februarie 2013
Instructor autorizat de Zumba (R)Core Course
Octombrie 2012
Instructor autorizat de Zumba (R)Basic Steps Level 2
Octombrie 2012
Certificat de absolvire curs de asistenta medicala de urgenta,organizat de
Unitatea de primiri urgente SMURD-Targu Mures
Noiembrie 2012
OFFICIAL ZUMBA ATOMIC INSTRUCTOR
Mai 2012
Instructor autorizat de Zumba (R)Gold
Februarie 2012
Instructor autorizat de Zumba (R)Instructor Level 1
Decembrie 2011
Diploma WORKSHOP aerobic&step/Lotus Sport Fitness
August 2011
Instructor autorizat PILATES,international trainer Kliment Petrov Koychev
Iunie 2011
Certificat de absolvire, cod COR 347521,INSTRUCTOR AEROBIC-
31
Aptitudini şi competente personale
Limba maternă romana
Limbi străine cunoscute
Autoevaluare Comprehensiune Vorbit Scris
Nivel european (*) Abilităţi de ascultare Abilităţi de citire Interacţiune Exprimare
Limba ENGLEZA-F.B. F.B. F.B. F.B. F.B.
Limba FRANCEZA-F.B. F.B. F.B. F.B. F.B.
(*) Cadrului european de referinţă pentru limbi
Competenţe şi abilităţi sociale 2002-Certificat de atestare ca agent autorizat de vanzari de servicii-CONNEX (VODAFANE)
Competenţe şi aptitudini organizatorice
Noiembrie 2005-Certificat de absolvire curs de formare profesionala continua „Femei Intreprinzator”, elib de M.G.V. Valahia-Targoviste
Competenţe şi cunoştinţe de utilizare a calculatorului
Word, Excel, Power Point,Saga
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
Perioada
/ Calificarea / diploma obţinută
FITNESS,eliberat de Ministerul Muncii/ Ministerul Educatiei Cercetarii si
Tineretului,
Mai 2011
PERSONAL TRAINER/Masterclass International Association
Mai 2011
Atestat de participare la Conventia BODY HARMONY,/Federatia Romana
Sportul pentru Toti
Aprilie 2011
Diploma de absolvire curs PORT DE BRASS// Masterclass International
Association, international trainer Vladimir Snezhik
32
Competenţe şi aptitudini artistice Anul 2010
• Locul I prescolari ,sectiunea dans clasic, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul I prescolari ,sectiunea show revue jazz, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul I prescolari ,sectiunea dans contemporan, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul I prescolari ,sectiunea dans caracter, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul I prescolari ,sectiunea balet, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul II clasele I-IV ,sectiunea dans caracter, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
• Locul I clasele I-IV ,sectiunea majorete, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia III
Anul 2009
• Locul I prescolari ,sectiunea dans contemporan si clasic, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia II
• Locul I clasele I-Iv ,sectiunea dans caracter, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia II
• Locul I prescolari ,sectiunea dans majorete, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia II
• Locul I clasele I_IV ,sectiunea dans contemporan si clasic, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia II
• Locul special pentru cele mai frumoase costume, la concursul interjudetean „Copilarie in pasi de dans”-Baicoi editia II
Anul 1996
• Diploma de participare la Festivalul International de Teatru Liceean Francofone, AMIFRAN-ARAD
Permis de conducere Categoria B
Informaţii suplimentare 2014-2015
Student in cadrul Universitatii Valahia-Targoviste,pregatire postuniversitara, nivelul I comasat, modul psihopedagogic
Anexe Enumeraţi documentele ataşate CV-ului, dacă este cazul (vezi instrucţiunile)
33
Universitatea „Valahia” din Târgovişte
IOSUD Valahia- Şcoala Doctorală de Ştiinţe Economice şi Umaniste
Facultatea de Ştiinţe Economice
Domeniul Management
Drd. Mihaela Loredana BĂDINA (Rădulescu)
LISTA LUCRĂRILOR ȘTIINȚIFICE
ARTICOLE PUBLICATE ÎN
REVISTE ȘTIINȚIFICE
2017
Iacob Silvia Elena, Mihaela Loredana BĂDINA (Rădulescu),
Communication, a Premise of Efficiency and Effectiveness in Current Society,
Valahian Journal of Economic Studies, Volume 8 (22), Issue 2, DOI
10.1515/vjes-2017-0015,
https://www.degruyter.com/downloadpdf/j/vjes.2017.8.issue-2/vjes-2017-
0015/vjes-2017-0015.pdf
2017 Iacob Silvia Elena, Mihaela Loredana BĂDINA (Rădulescu), Management
and Managerial communication, Valahian Journal of Economic Studies
Volume 8 (22), Issue 4
http://www.vjes.eu/images/2017/issue4/13.%20iacob_badina_bun.pdf
2016
Drd Sebastian Gheorghe IACOB, Drd Bădina (Rădulescu) Mihaela
Loredana, ECIFICITY CULTURE AND ORGANIZATIONAL BEHAVIOR IN
PUBLIC INSTITUTIONS, articol prezentat la Conferinţa
internaţională Knowledge Economy - Challenges of the 21st Century. Europe
under pressure - the social and economic crisis, publicat în Revista Strategii
Manageriale, Anul X, nr. V (34) / 2017, Editura Independenţa, pp 877-883
cotată BDI
http://www.strategiimanageriale.ro/images/images_site/categorii_articole/pdf_
categorie_9e720c523a7c11fa6494ee8ccde30c97.pdf
34
2016
Silvia Elena Iacob, Drd Mihaela Loredana Bădina (Rădulescu),
Consolidating an Institution’s Image using Corporate Social Responsability
Campaigns, Annals of „Dunărea de Jos” University of Galaţi. Fascicle I.
Economics and Applied Informatics, Nr2, 2016, pp. 23 - 26, ISSN:1584-0409,
http://www.eia.feaa.ugal.ro/images/eia/2016_2/IacoBadinaRadulescu.pdf;
2015 Constantin Ciprian Iacob, Ana Maria Volintiru, Drd Mihaela Loredana
Bădina (Rădulescu), Communication and persuasion of public institution;
Conferinţa – „Development as purpose of human action. The new challanges
for Economics”, Facultatea de Economie din cadrul Academiei de Studii
Economice Bucureşti, Economie teoretică şi aplicată, Nr 5-2015 (615),
development-as-purpose-of-human-action-new-challenges-for-the-economic-
science
2018 Silvia Elena IACOB, Mihaela Loredana BĂDINA (RĂDULESCU),
Communication, a Stimulating Factor of Productive Activity?, International
Conference “Globalization, Innovation and Development. Trends and
Prospects” (G.I.D.T.P.), 16-17 May, 2018, Alexandria, România, se va publica
in LUMEN Procedeeing ISI
.
2018 Mihaela Loredana BĂDINA (RĂDULESCU), Gheorghe Sebastian IACOB
Effectiveness of Sports Training Through Non-Verbal
CommunicationConférence internationale/ International Conference Global
interferences of knowledge society, , se va publica in analele Valahia
2018 Rădulescu Mihaela, Hrestic Maria-Luiza, Iacob Sebastian, Communication et
Relations Publiques dans le Domain Sportif, İzmir International Congress on
Economics and Administrative Sciences Congrès International d’Izmir des
Sciences Economiques et Administratives İzmir
UluslararasıİktisadiİdariBilimlerKongresi, IZCEAS ’18 05.12.2018 -
08.12.2018, se va publica la IZMIR
2017 Mihaela Loredana BADINA (RADULESCU) Marius Daniel ANDRA,
EFFICACITE DU MANAGEMENT PAR LA COMMUNICATION DANS
LA SOCIETE FONDEE SUR LA CONNAISSANCE, Volume 8(22) NO.
32017, pp 61-66,
http://www.rvee.eu/images/2017/no3/7.%20rvee%20vol.8%2022%20no3_badi
na.pdf
35
PARTICIPĂRI LA
CONFERINȚE ȘI CERCURI
ȘTIINȚIFICE
2019 Conferința multidisciplinară internațională ICM III 2019 „Inovație, creativitate
și management în secolul XXI”, Ediția a III- a, Istanbul, Turcia, 20-26 aprilie
2019.
2017 Iacob Silvia Elena, Mihaela Loredana BĂDINA (Rădulescu), Management
and Managerial communication, INTERNATIONAL CONFERENCE
“Contemporary Challenges for the Society in the Context of the Recent
Economic and Social Changes” -2nd Edition-, Universitatea Valahia din
Târgovişte, 23-24 iunie 2017.
2016
Drd Sebastian Gheorghe IACOB, Drd Bădina (Rădulescu) Mihaela Loredana,
ECIFICITY CULTURE AND ORGANIZATIONAL BEHAVIOR IN PUBLIC
INSTITUTIONS, articol prezentat la Conferinta Internationala " Knowledge
Economy- Challenges of the 21st Century- Future of Europe, Different
Scenarios", 24 noiembrie 2017, Universitatea Constantin Brancoveanu,
Pitesti.
2016
Silvia Elena Iacob, Drd Mihaela Loredana Bădina (Rădulescu),
Consolidating an Institution’s Image using Corporate Social Responsability
Campaigns, International Conference “Risk in Contemporary Economy”,
XVIIth Edition, 2016, Galati, Romania, “Dunarea de Jos” University of Galati
– Faculty of Economics and Business Administration;
2015 Constantin Ciprian Iacob, Ana Maria Volintiru, Drd Mihaela Loredana
Bădina (Rădulescu), Communication and persuasion of public institution;
Conferința Internațională "Development as purpose of human action. The new
challenges for Economics", Facultatea de Economie din cadrul Academiei de
Studii Economice Bucureşti, Economie teoretică şi aplicată.
2018 Silvia Elena IACOB, Mihaela Loredana BĂDINA (RĂDULESCU),
Communication, a Stimulating Factor of Productive Activity?, International
Conference “Globalization, Innovation and Development. Trends and
Prospects” (G.I.D.T.P.), 16-17 May, 2018, Alexandria, România
.
36
2018 Mihaela Loredana BĂDINA (RĂDULESCU), Gheorghe Sebastian IACOB
Effectiveness of Sports Training Through Non-Verbal Communication,
International Conference « Global Interferences of Knowledge Society » 2nd
Edition, 16 - 17 November 2018, Târgovişte-Romania.
2018 Rădulescu Mihaela, Hrestic Maria-Luiza, Iacob Sebastian, Communication et
Relations Publiques dans le Domain Sportif, Congrès International d’Izmir des
Sciences Economiques et Administratives Izmir Turcia 05-08.12.2018
37
MINISTRY OF NATIONAL EDUCATION
“VALAHIA” UNIVERSITY OF TÂRGOVIȘTE
IOSUD - DOCTORAL SCHOOL OF ECONOMIC AND
HUMAN SCIENCES
Field: MANAGEMENT
DOCTORAL THESIS SUMMARY
PhD SUPERVISOR,
Prof. univ. dr. Ion PÂRGARU
PhD STUDENT,
Mihaela Loredana BĂDINA (RĂDULESCU)
TÂRGOVIŞTE
2019
MINISTRY OF NATIONAL EDUCATION
“VALAHIA” UNIVERSITY OF TÂRGOVIȘTE
IOSUD - DOCTORAL SCHOOL OF ECONOMIC AND
HUMAN SCIENCES
Field: MANAGEMENT
ENCOURAGING THE PEOPLE TO GET
INVOLVED IN PHYSICAL AND SPORTING
ACTIVITIES,A CHALLENGE FOR FITNESS
CLUBS
PhD SUPERVISOR,
Prof. univ. dr. Ion PÂRGARU
PhD STUDENT,
Mihaela Loredana BĂDINA (RĂDULESCU)
TÂRGOVIŞTE
2019
39
DOCTORAL THESIS SUMMARY –TABLE OF CONTENTS
DOCTORAL THESIS - CONTENTS ....................................................................................... 40
KEY WORDS .............................................................................................................................. 42
IMPORTANCE, TIMELINESS AND NOVELTY OF THE RESEARCH THEME .......... 42
STRUCTURE OF THE DOCTORAL THESIS ...................................................................... 43
PERSONAL CONTRIBUTIONS .............................................................................................. 50
LIMITS AND FUTURE RESEARCH DIRECTIONS ........................................................... 51
Limits of research ..................................................................................................................... 51
Future directions for research and action .............................................................................. 51
BIBLIOGRAPHY ....................................................................................................................... 52
CURRICULUM VITAE ............................................................................................................. 65
LIST OF SCIENTIFIC WORKS .............................................................................................. 70
40
DOCTORAL THESIS - CONTENTS
Chapter 1: The economy of sport: a transversal branch
1.1 The importance of sport’s economy
1.2 Different dimensions of sport
1.2.1 The educative dimension
1.2.2 The social dimension
1.2.3 The political dimension
1.2.4 The economic dimension
1.2.5 The legal dimension
1.2.6 The media dimension
1.3 Fitness activity: a sport branch in full swing
1.3.1 The fitness seen as a service
1.3.2 The history of fitness
1.3.3 The fitness costumer
1.3.4 Human and material resources in endowment of fitness facilities: importance
and standards of quality assurance of services provided.
Chapter 2: The communication and motivation in sportive organizations
2.1 Concept definitions
2.1.1 The communication
2.1.2 The motivation
2.2 The communication in sportive organizations
2.2.1 The role of communication in sportive organizations
2.2.2 Communication ways
2.3 The motivation in sportive organizations
2.3.1 Motivation theories
2.3.2 The role of motivation in sportive organizations
Chapter 3: Current dimensions of sport activities: a comparative analysis between
Romania and the other countries of European Union
Chapter 4: Determinants of gaining customer loyalty as a fitness structure
41
4.1 The conceptual framework of research
4.2 Methodology of opinion poll among fitness clients
4.3 The opinion poll results among fitness practitioners form the sample of fitness
structures in the municipalities of Bucharest, Ploiesti and Târgovişte
4.3.1 Identifying the potential costumers
4.3.2 Motivate fitness enthusiasts for physical activities
Chapter 5: Directions for the development of fitness activity in Romania
5.1 Challenges of the fitness sector in the context of the globalization trend of practicing
sport and physical activities
5.2 Strategic axes that can define an action plan for the development and upgrading of
fitness facilities in Romania
42
KEY WORDS: sport’s economy; fitness services; communication; motivation
IMPORTANCE, TIMELINESS AND NOVELTY OF THE RESEARCH
THEME
The benefits associated with practicing physical, sport, outdoor activities are no longer to
be demonstrated. These three areas of activity contribute to the quality of life of individuals and
communities, intervening on a number of plans, which include health, personal, associative and
collective development, education and economic development.
In terms of health, it has been demonstrated that adopting an active physical lifestyle
contributes to maintaining individuals' health and preventing certain sedentary-related diseases.
An active physical lifestyle starts from healthy living habits, a healthy diet and a tobacco-free
environment.
Individually and collectively, sport, physical and outdoor activity allows for personal
development, the adoption of values especially related to loisir and well-being, self-excitement,
collaboration, commitment and respect for others and the environment, and by extension, the
feeling of belonging and resilience.
In the field of education, the practice of physical or outdoor sports can contribute to
school success and provide opportunities to develop the technical skills of education and the
environment.
Recognizing the importance of dimensions and values associated with physical and
sporting activities, fitness is very successful in European countries, with many people joining
fitness programs.
With all the broad democratization, sport and physical activity remain subject to
numerous discriminations, such as income, travel to territory, age and gender. In this context, the
sport offers must be adapted for non-competitive mass practitioners. Here is a set of questions:
- What are the most effective practices of training for all adherents of a sport or physical
activity?
- Should the demand be influenced, if so, how?
43
- What are the types of actors that have to act and to what extent to reconcile public policy
objectives and compliance with individual preferences?
The strategic objective pursued is to find the possible evolutions of fitness in Romania.
This goal is based on the postulate that fitness is a service that is put into practice to meet
customer's expectations and knows a widening of supply that translates into market
segmentation. There are different types of clients by age, gender, health.
To achieve this strategic goal, a club / fitness structure must:
- be more useful (defining the appropriate services for its clients);
- be more accessible (for people with reduced mobility);
- be more usable (providing a walk in the training space to make access to services easier);
- be more desirable (creating a more visible and emotional framework);
- be more credible (all of these requirements reinforce the quality perceived by the
customer).
STRUCTURE OF THE DOCTORAL THESIS
The doctoral thesis is structured in five chapters, plus the introduction and the final
section of general conclusions and personal contributions. The five chapters can be grouped in
two parts: the first part of chapters 1 and 2 deals with the theoretical aspect of the investigated
field, and in the second part, consisting of the last three chapters, there are the practical aspects
relevant for the scientific approach underpinning the doctoral thesis.
The first chapter - " The economy of sport: a transversal branch" is dedicated to the
theoretical field in which the fitness activity integrates, the branch is developing with valences
not neglected in explaining the interface between sport and welfare, respectively the state of
health of the population. This chapter highlights the different dimensions of sport - educational,
social, political, economic, legal, media, which define the economy of sport as a cross-section,
such as tourism or culture. From this perspective, the economy of sport is not a sector of
traditional economic activity whose impact in terms of value added can be deduced directly from
economic statistics such as agriculture or the machinery industry. The economy of sport (on the
contrary) is called a transversal branch, consisting of a multitude of economic sectors,
themselves independent. This transversal and heterogeneous nature of the sport economy
44
explains why its importance is not well known and perceived, although sport has a strong
anchoring among the population. The emergence of fitness as a branch of sport is explained by
its role of boosting the intrinsic link between sport and the health of a human society, to highlight
the impact of sport as a sector of population education. And to fulfil these pragmatic valences,
fitness has to be done according to standardized human and material resources.
Chapter 2:”Communication and motivation in sports organization” is a continuation of
the theoretical approach to the scientific issue that is being investigated through our approach.
The institution being an organization, an ensemble of structured interaction systems whose first
objective is to seek profit, which ensures its survival in its environment, must adopt a good
communication strategy, internal and external, motivation to favour, development, loyalty and
efficiency through the profitableness of its resources and skills (human resources). But equally,
achieving these goals requires the sporting organization to ensure a good image both inside and
outside.
The pages of this chapter provide answers to the following questions:
- What is internal communication with the sports organization?
- What is the link between internal communication and motivation of
employees?
- What are the finalities and stakes of communication from a customer
loyalty perspective?
Chapter 3:”Current dimensions of sport activities: a comparative analysis between
Romania and the other countries of European Union” highlights the major trends in sport and
physical activity evolution in the EU27. (Having as information source4)
Romania places the last places in the hierarchy of the 27 EU countries in terms of level of
physical and sports activities. Thus, compared to the 15 states with less than 50% of the
respondents who said that they never practice sports or some physical activity (EU-27 average is
39%), Romania with a 49% share of the respondents who indicated that are not practicing sport /
physical activity, they are placed at the bottom of the ranking, before Greece (67%), Bulgaria
(58%), Italy (55%).
4 Eurobarometre special 334 (2010)
45
Chapter 4: Determinants of gaining customer loyalty as a fitness structure are the
cornerstone of the scientific approach underlying the elaboration of our PhD thesis, focusing on
the exploratory analysis of the results of a field survey (opinion poll) designed and conducted by
the author in correspondence with the scientific issue on which it stopped to be investigated.
The research done has as main characteristic the transversal approach of the investigative
sphere – fitness activity – reaching even the system of providing services for physical activity, a
system based on the paradigm that the service results from the interaction of three basic elements
necessary for its performance, namely:
• The client (the fitness practitioner);
• Physical support (fitness machines);
• Contact staff (sports instructors, sports counsellors, etc.).
These three elements were the subjects of questionnaire questionnaires, structured on two
analysis modules, aiming at: (1) motivating fitness adherents for physical activities; and (2)
satisfaction / dissatisfaction of respondents during training in the fitness hall.
Chapter 5: ”Directions for the development of fitness activity in Romania” is an
attempt by the author of the doctoral thesis to define the scope within the realistic and operable
limits of the strategic axes that can define an action plan for the development and modernization
of the fitness structures in Romania. This framework for substantiating these strategic axes has as
a reference the challenges of the fitness sector in the context of the globalization trend of
practicing sport and physical activity.
- Epistemological positioning of the doctoral thesis
• The theme of the doctoral thesis, from an epistemological point of view, covers two
theoretical areas, communication and motivation, which play a key role in the
dissemination of a client-centred organizational culture. It allows all actors involved in
this ambitious and yet indispensable goal to create loyal satisfied customers.
• The investigated field of study is transversal, being interconnected with human resources
management, strategic marketing and sports economics.
• The methodology used in the elaboration of the PhD thesis is based both on the
theoretical knowledge and practical experience in the EU countries, but also on the author
of the PhD thesis. It has to be underlined that the author has the experience as a fitness
instructor and at the same time as manager of her own fitness structures.
46
• For documentation, a rich bibliography, consisting of books, articles from specialized
journals, published articles on the Internet, research studies (such as Eurobarometer on
the consumption of sports and physical activities) was used.
- General Conclusions
In this final section of general conclusions, we summarize the areas of priority interest of
our scientific approach, which at the same time highlight the actuality and the importance
of the topic that is the subject of the doctoral thesis
Evolution of the fitness sector
1. Service offer. Once the profession has stabilized, new concepts have recreated the
profession around low-cost women's gyms or lighter activities, where welfare, relaxation
and aesthetics are valued. There is a transformation of fitness clubs into setting clubs.
2. Structure of the demand for sports and physical services shows significant mutations.
Thus, just the bodybuilding sport is no longer a recipe. Clients come to the fitness center
to look for welfare by resorting to kinetotherapists, aestheticians, dieticians and even
hairdressers.
It uncovers the virtues of the sauna, the spa, a trend that encompasses heteroclite
practices such as water sports, massages.
3. Jobs are evolving towards personalized services: more than ever, the client needs
coaching to train.
4. In general, men practice pre-exercises for muscular exercises, and women take collective
courses.
5. Choice between franchise, self-employment or association. The non-franchised
independent proposes a determined number of personalized services in a limited-size
gym, generally does not exceed 1500sq.m. Franchise can be an asset to penetrate faster in
a market with the reputation of a company (trade marks) and technical and commercial
assistance, as well as various services.
6. Sports is digitizing
- This phenomenon is a reality and translates in particular by: sharing its
performance with social networks (a significant percentage of Facebook users
connects while doing sports).
- Access to free online courses (for example, domyos).
47
- "web-based" coach with a large audience (example: Lucile Wodward);
- Retrieve coaching applications on smartphones and tablets;
- Explosion of related sport related items (clock, bracelets ...).
2. Ten "enlighten" measures to determinate the loyalty of a costumer to a gym
In an increasingly competitive context, it becomes difficult for a gym to keep its client
portfolio. In order to avoid customer loss and therefore turnover, it must ensure that the service
proposed to its members meets their expectations. For this purpose, a gym (fitness) should focus
its efforts on the following:5
1. The concern to have an irreplaceable endowment. Customers want to feel good at the
gym. For this, customers must perceive a good image of the gym as being a well-
maintained, clean, modern, attractive ambience and charismatic and inviting staff;
2. Listening to his adherents. In order to better meet the expectations of customers, it is
necessary to know their own needs.
For this, it is advisable to probe the adherents' opinion. Survey questionnaire questions
should relate to cleanliness, business offerings, hours of operation, equipment, security.
Thus, the strengths and weaknesses of the gym can be known and then the service offers
can be adjusted;
3. Communication with customers. There are many channels to communicate with members
of the gym: on social networks, on the website, via mail, via a display panel in the fitness
club. A well-informed client is a satisfied customer. Information about events, cancelling
a course, club environment can be communicated.
4. Team formation. The gym staff is a major actor of business success. The formed team
must be able to listen to adherents and be able to understand and anticipate their needs.
Staff must be proactive, anticipating changes in customer expectations.
5. Accompanying the adherents. You need to track your customers with fitness instructors.
They will have the mission to validate the first customer experiences during their
training.
6. Supervise fitness attendance by adherents. After a few weeks of enrolment or after
several months of adhesion, it is necessary to constantly monitor the frequency of
5 https://www.stadline.com/fitness-10-regle-fideliser-membres
48
adherent members. An adherent who is not present in the gym after three weeks must be
an alarm signal. Unless the member no longer attends the gym after a certain time,
sending a mail or giving a phone is necessary to understand the reasons for his absence
and move him towards services more suited to his needs.
7. Personalize communication. By using management logic, you can define mail and
custom SMS communication campaigns. Personalized communication (ex. sending a
message for members' anniversaries, sending reminder emails after a long absence) is a
very good way to keep in touch with the customer and generate sales.
8. Reward customers. If customer loyalty is desired, he must be content with his loyalty. In
order to reassure members of the gym, for example, after management logic, they can be
rewarded with loyal adherents.
They can accumulate points that will help him take advantage, such as a one-month
subscription offer, a purchase receipt in a partner firm, a gift card, etc.
9. Proposal for protective formulas. The formula protects you from generating new
adherents and, on the other hand, motivating subscribers who can do sports with their
closest companions will benefit from a free month or gifts. This formula is a "winner /
winner" principle that allows easy adherence to the adherents.
10. Creating a social link. Coming to a gym also means a "social act", meaning that the
adherent seeks to find his friends. For this, instructors need to seek to link the adherents,
presenting each other. Also, the organization of frequent events, allows the creation of a
time-consuming, relationship-based relationship.
3. Trend of evolution of fitness structures. The study of the global trends in fitness for 2015 of
the American College of Sports Medicine6 outlined 20 trends in the evolution of fitness
structures that are spread in other countries and may be introduced as new emerging concepts in
our country:
1. Maintain an upward trend in weight training
2. High intensity interval training (high intensity interval training) and high intensity fractional
training consisting of "short and intense training sequences", alternating with resting phases
resulting in a maximum result in record time.
6 Thompson W (2014), worldwide survey of fitness trends for 2015 al american college of sport medcine’s helth,
Fitness Journal
49
3. Experienced qualified fitness instructors.
4. Strength training exercises.
5. Personalized coaching.
6. Exercises for weight loss.
7. Yoga
8. Fitness programs for the elderly.
9. Practicing functional or utilitarian fitness for the use of muscular strengthening to improve
balance, coordination, strength, power and endurance to improve the ability of individuals to
daily activities.
10. Personalized coaching in the group.
11. Promoting health at work.
12. Outdoor activities.
13. Wellness coaching, attached to coaching for full well-being in health promotion, behavioural
change, disease prevention and rehabilitation programs.
14. The training circuit, respectively the fractional intensive training tendency 2), but with a
moderate intensity.
15. Core training.
16. Training for a specific sport.
17. Exercise for children to treat or prevent obesity
18. Results measurements are needed for health programs and have a record of success in
changing bad habits.
19. Employee programs aimed at improving, stimulating good health behaviours.
20. Boot a high intensity and highly structured physical activity inspired by military style
training.
In this ranking, several general axes are distinguished:
• Health (trends 6,7,8,9,11,13,15,17,18,19) in two aspects:
1. Fight against obesity;
2. Autonomy of self-preservation.
• Personalized training (Trends 3,5,10,13)
• Training programs (tendencies 1,2,4,7,14,16,15,20) more or less intensive
• Sports in the sports organization (Trends 11 and 19);
50
• Outdoor activities (trend 12);
• Technology (trend 18).
PERSONAL CONTRIBUTIONS
During the elaboration of the present scientific research, from the point of view of the
analyzed issues, the significant contributions of the author are presented as follows:
1. Contributions to management specificity in sports organizations:
✓ presentation of the importance of the economy of sport, starting from the educational
dimension to the media;
✓ identifying the impact of fitness and its role in improving the individual's state of
health;
✓ presenting fitness history as a growing branch of sport;
✓ analysis of the concepts of communication and motivation in sports organizations,
with an analysis of the characteristics of the sporting organization regarded as a system,
but also about the specificity of the sports organizations.
✓ approach motivation in sports organizations.
2. Contributions regarding comparative analysis of sports activities between Romania and
the rest of the European Union
✓ identification of sports activities practiced at European Union level;
✓ presentation of the relational system of motivation;
✓ identifying the theory of motivation and leadership in Maslow's vision;
✓ presentation of the bifactorial theory of motivation.
3. Contributions to research into the determinants of customer loyalty to a fitness facility
✓ elaboration of the conceptual framework of the undertaken research;
✓ establishing the general and secondary objectives in line with the studied topic;
✓ elaboration of the research hypotheses, based on the established objectives;
✓ conceiving the questionnaire addressed to the adherents (clients) of the sports halls /
fitness clubs;
51
✓ processing, analyzing and interpreting the results obtained by applying the
questionnaires;
✓ verification of hypotheses;
✓ formulation of the conclusions and proposals based on the results obtained.
LIMITS AND FUTURE RESEARCH DIRECTIONS
Limits of research
Given that the results obtained in the research were based on the responses received
from the adherents (clients) of the sports halls / fitness clubs, they may be considered as limiting.
In developing the research, the main difficulties encountered relate to:
✓ The magnitude / complexity of the chosen research theme;
✓ Limiting access to data on sports organizations on the Romanian territory;
✓ Limiting the sample to the clients of sports organizations in Bucharest, Ploiesti and
Targoviste;
✓ The results obtained are based on responses that represent the personal perceptions of
the adherents (clients) of the sports halls, thus increasing the degree of subjectivity of the
research.
Future directions for research and action
For this reason, the future directions of research, based on the scientifically elaborated
present, materialize in:
✓ Extending the direction of developing the fitness activity in Romania;
✓ Developing a guide outlining the different challenges of the fitness sector in the
context of the globalization trend of practicing sport and physical activities;
✓ Developing strategic axes that can define an action plan for the development and
modernization of fitness facilities in Romania.
52
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65
CURRICULUM VITAE
Curriculum vitae
Europass
Personal information
First name/ last name Mihaela Rădulescu Address A.I.Cuza Street, nr 30, postal code 130007,Targoviste, Dambovița.
Phone 0721.999.555
Fax 0245.613.113
E-mail [email protected]
Nationality Romanian
Birth date 18.06.1980
Sex feminine
Work targeted /
Occupational area
Professor choreographer, instructor of Zumba (R) Fitness
Professional experience
Period 2013-2014
Occupation or position held Professor ballet choreographer, modern dances
The main activities and
responsibilities
Authorized instructor of Zumba (R) Fitness
Name and address of employer „Eu Pot” Association -Targoviste
Type of business or sector 2013-2014 Dance Instructor
2001-2013 Professor choreographer, classical and modern dance, at the
"OctavEnigarescu" -Targoviste Folk Art School
2000-2002 sales agent at ConnexTargoviste
Economist
Education and Training
Name and type of education
institution / training provider
Period
„Valahia” University formTargoviste, Faculty of Humanities
Specialization Kinetotherapy and Special Motricity
2018 – present
66
Name and type of education
institution / training provider
Period
„Valahia” University form Targoviste, Teacher Training Department (D.P.P.D.)
1st Level, (Postgraduate regime)
2018
Institution organizing Doctoral Studies at the "Valahia" University
ofTargoviste(IOSUD),MANAGEMENT
2016-2018
Being finalized
Name and type of education
institution / training provider
Period
Qualification / degree obtained
Name and type of education
institution / training
provider
Period
„Valahia” University form Targoviste, Faculty of Humanities
2008-2011
Qualification / degree
obtained
Bachelor's degree, specialization: Physical Education and Sport
Name and type of education
institution / training
provider
„Valahia” University form Targoviste, Faculty of Humanities
Period 2007-2008
Qualification / degree
obtained
Master's degree, specialization: Audit in Public and Private Institutions
Name and type of education
institution / training
provider
„Valahia” University form Targoviste, Faculty of Economic Studies
Period 2004-2007
Qualification / degree
obtained
„Valahia” University form Targoviste, Faculty of Economic Studies
Name and type of education
institution / training
provider
„Valahia” University form Targoviste, Faculty of Economic Studies
Period 2001-2004
Qualification / degree
obtained
Unfinished studies at Faculty of Economic Studies, marketing
specialization, „Valahia” University form Targoviste
Period 1998-2001
Qualification / degree
obtained
Bachelor's degree at University College of Economics and
Administration specialization: office business – Superior
office clerk
Name and type of education
institution / training
provider
„Valahia” University form Targoviste, Faculty of Economic
Studies
Period 1994-1998
Qualification / degree High school diploma, "NichitaStanescu Ploiesti" Theoretical
67
obtained High School, foreign language profile, intensive French
Period December1997
Qualification / degree
obtained
Graduation Diploma of Classical Dance, average: 10, issued
by the Folk Arts School-Ploiesti, Prahova
Education and Training
Specialized
Period
Qualification / degree
obtained
2008-2011
Period
Qualification / degree
obtained
Diploma de licentaspecializareaEducatieFizicasi Sport
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
March 2014
OFFICIAL ZUMBA(R)STEP INSTRUCTOR
February 2014
Authorized instructor of Zumba (R)Kids and Zumba Kids
Jr.Boost
October 2013
Authorized instructor of Zumba (R)Kids and Zumba Kids Jr
May 2013
Authorized instructor of Zumba (R)Sentao
February 2013
Authorized instructor of Zumba (R)Core Course
October 2012
Authorized instructor of Zumba (R)Basic Steps Level 2
October 2012
Graduation certificate Emergency medical course organized by
SMURD-TarguMures Urgent Receiving Unit
November 2012
OFFICIAL ZUMBA ATOMIC INSTRUCTOR
May 2012
Authorized instructor of Zumba (R)Gold
February 2012
Authorized instructor of Zumba (R)Instructor Level 1
68
Personal skills and
competences
Native language Romanian
Foreign languages
Self-assessment Comprehension Spoken Written
European level (*) Listening skills Reading skills Interaction Expression
LANGUAGE English-F.B. F.B. F.B. F.B. F.B.
LANGUAGE French-F.B. F.B. F.B. F.B. F.B.
(*) European Reference Framework for Languages
Social skills and competences 2002- Certificate of attestation as authorized sales agent -CONNEX
(VODAFANE)
Organisational skills and
competences
November 2005- Graduate Certificate Continuing Professional Training "Female
Entrepreneurship", issued by M.G.V. Wallachia-Targoviste
Computer skills and
knowledge
Word, Excel, Power Point,Saga
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
Period
Qualification / degree
obtained
December 2011
WORKSHOP aerobic&stepdiploma /Lotus Sport Fitness
August 2011
PILATESauthorized instructor,international trainer
KlimentPetrovKoychev
June 2011
Graduation certificate, code COR 347521,
AEROBICFITNESS INSTRUCTOR -, issued BY Ministry of
Labor / Ministry of Education and Research
May 2011
PERSONAL TRAINER/Masterclass International Association
May 2011
Participation certificate at BODY HARMONY Convention /
Romanian Federation Sport for All
April 2011
Graduation diploma of PORT DE BRASS course //
Masterclass International Association, international trainer
Vladimir Snezhik
69
Artistic skills and competences 2010
• First place, preschool, classical dance section, at the inter-countycontest
"Childhood in dance steps" -Baicoi 3rd edition
• First place, preschool, show jazz section, at the inter-county contest
"Childhood in dance steps" -Baicoi 3rd edition
• First place, preschool, the contemporary dance section at the inter-
county contest "Childhood in dance steps" -Baicoi3rd edition
• First place, preschool, character dance section at the inter-county contest
"Childhood in dance steps" -Baicoi3rd edition
• First place, preschool,ballet section, at the inter-county contest
"Childhood in dance steps" -Baicoi 3rd edition
• Second place, primary school,character dance section, at the inter-county
contest "Childhood in dance steps" -Baicoi 3rd edition
• First place,primary school, cheerleaders section, at the inter-county
contest "Childhood in dance steps" -Baicoi 3rd edition
2009
• First place, preschool,contemporary and classic dance section, at the
inter-county contest "Childhood in dance steps" -Baicoi2nd edition
• First place, primary school,character dance section, at the inter-county
contest "Childhood in dance steps" -Baicoi2nd edition
• First place, preschool,cheerleaders section, at the inter-county contest
"Childhood in dance steps" -Baicoi2nd edition
• First place, primary school,contemporary and classic dance section, at the
inter-county contest "Childhood in dance steps" -Baicoi2nd edition
• Special place for the most beautiful costumes, at the inter-county contest
"Childhood in dance steps" -Baicoi2nd edition
1996
• Participation Diploma at The International Theatre Festival Francophone
High School, AMIFRAN-ARAD
Driver's license BCategory
More information 2014-2015
Student at Valahia University of Targoviste, postgraduate training- combined,
level I, psycho-pedagogic mode
70
"Valahia" University from Târgovişte
Doctoral School of Economics and Humanities
Faculty of Economics
Management domain
PhD. MihaelaLoredana BĂDINA (Rădulescu)
LIST OF SCIENTIFIC WORKS
ARTICLES PUBLISHED IN
SCIENTIFIC MAGAZINES
2017
Iacob Silvia Elena, MihaelaLoredana BĂDINA (Rădulescu),
Communication, a Premise of Efficiency and Effectiveness in Current Society,
Valahian Journal of Economic Studies, Volume 8 (22), Issue 2, DOI
10.1515/vjes-2017-0015,
https://www.degruyter.com/downloadpdf/j/vjes.2017.8.issue-2/vjes-2017-
0015/vjes-2017-0015.pdf
2017 Iacob Silvia Elena, MihaelaLoredana BĂDINA (Rădulescu), Management
and Managerial communication,Valahian Journal of Economic Studies
Volume 8 (22), Issue 4
http://www.vjes.eu/images/2017/issue4/13.%20iacob_badina_bun.pdf
2016
PhD. Sebastian Gheorghe IACOB, PhD.Bădina (Rădulescu)
MihaelaLoredana, ECIFICITY CULTURE AND ORGANIZATIONAL
BEHAVIOR IN PUBLIC INSTITUTIONS, article presented at the international
Conference Knowledge Economy - Challenges of the 21st Century. Europe
under pressure - the social and economic crisis, published inManaging
Strategies Magazine, Year X , nr. V (34) / 2017, Ed.Independenţa, pp. 877-883
listed BDI
http://www.strategiimanageriale.ro/images/images_site/categorii_articole/pdf_
categorie_9e720c523a7c11fa6494ee8ccde30c97.pdf
2016
Silvia Elena Iacob, Phd. MihaelaLoredanaBădina (Rădulescu),
Consolidating an Institution’s Image using Corporate Social Responsability
Campaigns, Annals of „Dunărea de Jos” University of Galaţi. Fascicle I.
Economics and Applied Informatics, Nr. 2, 2016, pp. 23 - 26, ISSN:1584-
0409:http://www.eia.feaa.ugal.ro/images/eia/2016_2/IacoBadinaRadulescu.pdf
;
71
PARTICIPATION IN
SCIENTIFIC
CONFERENCES AND
SCIENTIFIC CIRCLES
2015 ConstantinCiprianIacob, Ana MariaVolintiru, PhD.MihaelaLoredanaBădina
(Rădulescu),Communication and persuasion of public institution; Conference
– „Development as purpose of human action. The new challenges for
Economics”, Faculty of Economics, Academy of Economic Studies
Bucharest,Theoretical and Applied Economics , Nr 5-2015 (615),
development-as-purpose-of-human-action-new-challenges-for-the-economic-
science
2018 Silvia ElenaIACOB, MihaelaLoredanaBĂDINA (RĂDULESCU),
Communication, a Stimulating Factor of Productive Activity? International
Conference “Globalization, Innovation and Development. Trends and
Prospects” (G.I.D.T.P.), 16-17 May, 2018, Alexandria, Romania, will be
published in LUMEN Procedeeing ISI
2018 MihaelaLoredana BĂDINA (RĂDULESCU), Gheorghe Sebastian IACOB
Effectiveness of Sports Training Through Non-Verbal
CommunicationConférenceinternationale/ International Conference Global
interferences of knowledge society, will be published inValahiaAnnals
2018 MihaelaLoredana BĂDINA (RĂDULESCU),Hrestic Maria-Luiza, Iacob
Sebastian, Communication and Public Relations in the Sports Domain, İzmir
International Congress on Economic and Administrative Sciences Izmir,
UluslararasıİktisadiİdariBilimlerKongresi, IZCEAS ’18 05.12.2018 -
08.12.2018, will be published at IZMIR
2017 MihaelaLoredana BADINA (RADULESCU) Marius Daniel ANDRA,
EFFECTIVENESS OF COMMUNICATION MANAGEMENT IN a
SOCIETY BASED ON KNOWLEDGE, Volume 8(22) NO. 32017, pp.
61-66,
http://www.rvee.eu/images/2017/no3/7.%20rvee%20vol.8%2022%20no3_badi
na.pdf
2019 International Multidisciplinary Conference ICM III 2019 „Innovation,
Creativity and Management in the 21st Century”, 3rd edition, Istanbul,Turkey,
20-26 of April 2019.
72
2017 Iacob Silvia Elena, MihaelaLoredana BĂDINA (Rădulescu), Management
and Managerial communication,INTERNATIONAL CONFERENCE
“Contemporary Challenges for the Society in the Context of the Recent
Economic and Social Changes” -2nd Edition-, ”Valahia” University from
Târgovişte, June 23-24, 2017.
2016
PhD. Sebastian Gheorghe IACOB, PhD. Bădina (Rădulescu) Mihaela
Loredana, ECIFICITY CULTURE AND ORGANIZATIONAL BEHAVIOR IN
PUBLIC INSTITUTIONS, article presented at the international conference
"Knowledge Economy- Challenges of the 21st Century- Future of Europe,
Different Scenarios", 24 of November 2017, ConstantinBrâncoveanu
University , Pitești.
2016
Silvia Elena Iacob, PhD. MihaelaLoredanaBădina (Rădulescu),
Consolidating an Institution’s Image using Corporate Social Responsability
Campaigns,International Conference “Risk in Contemporary Economy”,
XVIIth Edition, 2016, Galati, Romania, “Dunarea de Jos” University of Galati
– Faculty of Economics and Business Administration;
2015 ConstantinCiprianIacob, Ana Maria Volintiru, PhD. MihaelaLoredanaBădina
(Rădulescu),Communication and persuasion of public institution;
ConferințaInternațională "Development as purpose of human action. The new
challenges for Economics", Faculty of Economics, Academy of Economic
Studies Bucharest, Theoretical and Applied Economics.
2018 Silvia ElenaIACOB, Mihaela LoredanaBĂDINA (RĂDULESCU),
Communication, a Stimulating Factor of Productive Activity?, International
Conference “Globalization, Innovation and Development. Trends and
Prospects” (G.I.D.T.P.), 16-17 May, 2018, Alexandria, Romania.
2018 MihaelaLoredana BĂDINA (RĂDULESCU), Gheorghe Sebastian IACOB
Effectiveness of Sports Training Through Non-Verbal Communication,
International Conference « Global Interferences of Knowledge Society » 2nd
Edition, 16 - 17 November 2018, Târgovişte-Romania.
2018 MihaelaLoredana BĂDINA (RĂDULESCU),Hrestic Maria-Luiza, Iacob
Sebastian, Communication and Public Relations in the Sport Domain,Izmir
International Congress of Economic and Administrative Sciences, Izmir,
Turcia 05-08.12.2018.
