Identifying and prioritizing the causes of customer loyalty to the Iranian sportswear brand with the AHP approach

Document Type : Original Article

Authors

1 PhD Student in Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Ayatollah Amoli Branch, Amol, Iran

2 Assistant Professor of Sports Management, Faculty of Sports and Health Sciences, Shahid Beheshti University, Tehran, Iran

3 Assistant Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Islamic Azad University, Ayatollah Amoli Branch, Amol, Iran

10.34785/J017.2020.386

Abstract

< p >The present research process was carried out in two stages. In the first stage, a semi-structured interview was conducted with a survey of 20 experts, including professors of sports marketing management and sportswear manufacturers in this field, in which 7 indicators were identified. In the second step, using the Expert choice software, the identified indicators are weighted. In order to ensure the validity and reliability of the collected data, the method of checking by the interviewees was used. The results showed that seven components of price, design and style, product quality, service quality, advertising, store environment and brand have an effect on customer loyalty of Iranian sportswear, the most important of which is the price component. According to the results of the research, it is suggested to the manufacturers and managers of sports clothing stores to increase their loyalty by offering appropriate discounts to customers.

Keywords

References

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Sports Marketing Studies
Volume 1, Issue 1 - Serial Number 1
April 2020
Pages 149-129

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