مقاله انگلیسی ایجاد یک مدل کسب و کار از طریق SEM به منظور پیش بینی وفاداری
Abstract
Keywords
1. Introduction
2. Theoretical background
3. Method
4. Results
5. Discussion
6. Conclusions
7. Implications, limitations and future lines of research
Declarations
References
Abstract
Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.
1. Introduction
The study of consumer brand perception in sports services is an underdeveloped area of study, as established by Bougoure et al. (2016). Although the number of studies on services has been growing, the vast majority of the studies focus on the analysis of goods and not services, especially not sports services. Therefore, it is interesting to approach to study this area, since the sports industry is one of the most important industries for economies. We must take steps to better understand how consumers of sports services make decisions, given that the inherent characteristics of sports affect these services and make them somewhat different from other services. This study analyses the users' brand perception of a sports service and how this perception influences their behaviour as consumers, trying to obtain evidence that the proposed relationships are significant and that we can therefore predict the loyalty levels and recommendations that the users will exhibit in the future based on the consumers’ brand perception of sports services.
If we examine the scientific literature, the study of brand image is a topic that has received the attention of academics and is increasingly gaining strength with a greater number of publications. However, when we try to access contrasted information on brand image in sports services, there is a great absence of information addressing the peculiarities of sports centres compared to other areas of service marketing. Therefore, it is interesting to analyse a context so relevant to the economy of countries such as the sporting one, identifying whether these tools, which have been tested in general marketing, perform in the same way in the sporting context or whether there are aspects that could modify the perceptions of certain variables of interest. Therefore, the relevance of this study is oriented to two aspects: on the one hand, to contributing to fill the above-mentioned gap in literature to this particular context, in order to provide more theoretical basis about this topic. On the other hand, this study aims to give tools to managers so that they can make decisions based on reliable information in their specific field. For this purpose, this study proposes the creation of a predictive model where from the variables related to brand perception, we can predict the levels of loyalty and recommendations of users of a public sports service. Through this structural equation modelling software, a model was performed, in order to test the proposed relationships and effects between the variables, the extent to which they are influential and the explanatory capacity of the model on the variables of interest. This methodology is interesting, since it allows us to explore the relationships between variables in this context to see if they operate in the same way as in other areas.