Document Type : Original Article
Authors
1 1.Mohammad Sarreshtehdari , PhD. Student, Sport Managemen Research Group , Faculty Of Physical Education and Sports Sciences, Islamic Azad University , Ayatollah Amoli Branch
2 2.Mohammad Pourkiani, Assistant Professor, Faculty Of Sport Sciences And Well-Being , Shahid Beheshti University, Tehran, Iran
3 Assistant Professor, Facultyof Physical Education And Sport Sciences, Islamic Azad University, Ayatollah Amoli Branch, Amol,Iran
Abstract
This present study to identify and prioritize the causes of customer loyalty to Iranian sportswear brand. The research process was conducted in two stages. In the first stage, semi-structured interviews were conducted with a survey of 20 experts, including sports marketing management professors and sports apparel manufacturers, in which 7 indicators were identified. In the second step, the weighting of the identified indices using Expert choice software is discussed. To ensure the validity and reliability of the collected data, the interviewing method was used. The results showed that the most important components were price component with relative weight 0.321, design and fashion 0.258, product quality 0.159, service quality 0.109, advertising 0.70, store environment 0.046 and brand weighs 0.037. According to the results of the research, it can be stated that the price component are the most important factors of loyalty, which results from the cost-effectiveness and then quality of the goods to the consumers.
Keywords
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