Examining the Relationship of Customer Satisfaction and Brand Loyalty in Sports Products among University Students

Nur Hani Syazwani Bakri, Mohamad Firdaus Ahmad, Nur Syazwani Zulaikha Safwan, Nur Dalilah Dahlan, Norsyazlin Elfira Mohd Azli and Mohd Huzaimie Ahmad Kafrawi

Information Management and Business Review, 2023, vol. 15, issue 2, 29-34

Abstract: To stay relevant in this market field, involving technology, many sports brands come forward with features that distinguish them from the other brands. Sports brand companies prioritize consumer demand to maintain the relevance of their products in the market. They emphasize customer satisfaction and brand loyalty, as these factors directly impact sales outcomes. Sporting goods customers come from diverse backgrounds, and university students significantly contribute to the sales of these products. Therefore, this research investigates the correlation between the contentment of customers and their loyalty toward sports brands within the context of university students. The quantitative approach using a survey design was used to conduct this study. A total of 361 university students were involved in this study. The data for this study were collected using a series of questionnaires containing 26 items that assess customer satisfaction and brand loyalty. The statistical analysis was performed using the Pearson Correlation analysis test. The results indicate a significant and high correlation between customer satisfaction and loyalty toward sports brands. Thus, this study offers valuable insights into customer satisfaction and product loyalty, specifically among university students and recommends that future studies focus on exploring the variations in customer perception towards sports goods based on gender and age.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:15:y:2023:i:2:p:29-34

DOI: 10.22610/imbr.v15i2(I).3437

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