Fostering Customer Loyalty in Kitesurfing: The Case of a Nautical Sports Centre in Portugal

Sílvia Soares, Pedro Carvalho () and Maria Filipa Mourão
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Sílvia Soares: School of Technology and Management, Polytechnic Institute of Viana do Castelo, Avenida do Atlântico, n.° 644, 4900-348 Viana do Castelo, Portugal
Pedro Carvalho: School of Technology and Management, Polytechnic Institute of Viana do Castelo, Avenida do Atlântico, n.° 644, 4900-348 Viana do Castelo, Portugal
Maria Filipa Mourão: School of Technology and Management, Polytechnic Institute of Viana do Castelo, Avenida do Atlântico, n.° 644, 4900-348 Viana do Castelo, Portugal

Sustainability, 2023, vol. 15, issue 22, 1-12

Abstract: In this study, the relationship between service quality, customer satisfaction, and behavioural intention is investigated within a specialised nautical sports centre that offers kitesurfing in Portugal. Using a path analysis model, this study aims to evaluate the effect of the dimensions of service quality on satisfaction and behavioural intention, as well as the effect of satisfaction on the customer’s behavioural intention. According to the results, customer satisfaction is influenced directly by service quality dimensions such as responsiveness, assurance, empathy, and tangibility. This, in turn, positively impacts their behavioural intention to make future purchases. The responsiveness dimension directly affects behavioural intention, while empathy contributes to it indirectly through customer satisfaction. This study addresses a gap in current water sports research by examining the antecedents of customers’ behavioural intention, for the first time, to a nautical sports centre, deriving important managerial implications. Thus, to increase customer satisfaction and increase the likelihood of repeating their experience, it is advised that the sports centre implement clear work procedures, offer training to staff on responsiveness and empathy, and regularly gather feedback from customers to facilitate continuous improvement of their service design.

Keywords: service quality; customer satisfaction; behavioural intention; nautical sports; kitesurfing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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