Be congruent and I will be loyal: the case of sport services
comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
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https://doi.org/10.1080/17430437.2019.1607305 |
Metadata
Title
Be congruent and I will be loyal: the case of sport servicesDate
2019-05-06Publisher
RoutledgeISSN
1743-0437Bibliographic citation
ALGUACIL, Mario; SÁNCHEZ-GARCÍA, Javier; VALANTINE, Irena. Be congruent and I will be loyal: the case of sport services. Sport in Society, 2020, 23.2: 234-248.Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
This research analyzes the relationship between brand perception of
users of a sports service and their levels of loyalty. Data were treated
with both SPSS 23 and EQS 6.3, using CFA to confirm reliability and
validity ... [+]
This research analyzes the relationship between brand perception of
users of a sports service and their levels of loyalty. Data were treated
with both SPSS 23 and EQS 6.3, using CFA to confirm reliability and
validity and creating a model to be tested. Congruence explain 43% of
credibility and that these two variables explain up to 73% of trust.
Credibility and trust can explain up to 73% of the attitudes, while attitudes would explain up to 50% of loyalty. In the case of sports services,
brand perception and its relationship with loyalty remain largely unaddressed. For this reason, it is interesting to carry out research on this
subject, bringing new evidence to business reality to help managers to
understand how to get loyal users and provide a better service, which
is good for the sustainability of the service and to better fulfil the social
function carried out by sport services. [-]
Is part of
Sport in Society, 2020, 23.2: 234-248Rights
(c) 2019 Informa UK Limited, trading as Taylor & Francis Group
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- EMP_Articles [459]