Study On Service Quality Effecting Customer Loyalty Of Sportswear Brand

As the coming of service era, the importance of service in improving the product value has been recognized by many industries. In order to reach high customer satisfaction and customer loyalty and attain the continuous development, suitable extension in range of service has been doing by companies. Services are the main way to get the high customer loyalty, meanwhile excellent service is an exclusive way to obtain competition superiority. Service is also the main superiority of the company in the situation of garment products tend to homogeneity at present.Regarding to the importance of service and the relationship between service and customer loyalty, eight hypotheses were put up in this paper. At the same time, Structural Equation Model (SEM) that is used very popularly in sociology, economics and psychology was used in this paper. A model of five aspects of service quality affecting service quality and a model of service quality affecting customer loyalty were put forward. Ten famous international sportswear brands in Shanghai market were chosen to do marketing research and 208 valid samples has been collected altogether. With the help of data analysis soft SPSS11.0 and Structural Equation Model analysis soft LISREL8.7 to test reliability, validity of the data and model fit, the results are good.Nike's customer loyalty is the highest, and the lowest is Puma's. It is proved that service quality is the main factor affecting customer loyalty in this industry. Five aspects of service quality (Tangibles, Reliability, Responsiveness, Assurance, Empathy) are also suitable to the industry of sportswear brands. As far as importance was concerned, Assurance, Tangibles, Responsiveness, Reliability and Empathy are in order. Service quality is the most important factor affecting customer loyalty, customer value is next, and the last is customer satisfactory. There are two affects, direct affect and indirect affect, and direct affect more remarkable than indirect affect, direct affect was only found between customer value and customer loyalty. It has indirect affect or more complex affect between customer satisfactory and customer loyalty. Finally, the model of five aspects of service quality affects service quality and the model of service quality affects customer loyalty had been proved.Advices of setting up a consummate service system and regarding service quality as an important step to improve customer loyalty were put forward in this paper. It is meaningful for sportswear brand enterprise to improve customer loyalty.