Abstract
This research is related to brand perception and its implications for the management of sports services. The aim of this study is to analyse the influence of perceived brand quality on credibility and attitudes towards this perceived quality from the point of view of users, as well as whether that relationship could trigger increased loyalty and recommendations. The survey was conducted in a public sports service located in Valencia, Spain, and its results have confirmed the influence of perceived quality on credibility but not on attitudes. On the other hand, the effects of credibility and attitudes on loyalty have been significant because of the influence of credibility on recommendations and attitudes. Conversely, attitudes have not had a direct influence on word of mouth (WOM). DOI: http://dx.doi.org/10.5755/j01.ee.29.4.17694
Highlights
Consumers who intend to purchase a new product or service have many suppliers from whom to obtain information, compare, and choose from
We have found articles that study its role in the Chinese automotive industry (Li et al, 2011) to influence consumer loyalty and improve word of mouth (Sweeney & Swait, 2008)
We can confirm that the RMSEA met the established criteria because its value is 0.047, which is below 0.08, so an appropriate fit between measurement model and data was achieved (Browne, Cudeck, 1993; Hu, Bentler, 1999)
Summary
Consumers who intend to purchase a new product or service have many suppliers from whom to obtain information, compare, and choose from (i.e., select the one that best suits their needs). The large number of offers and the ease with which consumers can access them, analyse them, and change them is generating more demanding clients This phenomenon is forcing companies to make a greater effort towards meeting the customers’ needs and creating something different from their competitors, which allows them to attract new customers and keep current ones. This situation occurs in sports services, where user exigencies have grown in proportion to the sports market growth. It is a powerful tool, of which companies are aware, and it is important to try to improve it and keep a track of the process, because consumer’s behaviour is affected by brand image (Burmann et al, 2008) so it is a key element to take into account
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