Be congruent and I will be loyal: the case of sport services

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 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.

Keywords:

• brand management
• loyalty
• hedonic consumption
• sport services
• structural equation modeling