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

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

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.

Suggested Citation

  • Nur Hani Syazwani Bakri & Mohamad Firdaus Ahmad & Nur Syazwani Zulaikha Safwan & Nur Dalilah Dahlan & Norsyazlin Elfira Mohd Azli & Mohd Huzaimie Ahmad Kafrawi, 2023. "Examining the Relationship of Customer Satisfaction and Brand Loyalty in Sports Products among University Students," Information Management and Business Review, AMH International, vol. 15(2), pages 29-34.
    • Handle: RePEc:rnd:arimbr:v:15:y:2023:i:2:p:29-34
    DOI: 10.22610/imbr.v15i2(I).3437
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    References listed on IDEAS

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    1. Sarfraz Ashraf & Rashid Ilyas & Majid Imtiaz & Sajjad Ahmad, 2018. "Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(2), pages 452-474, February.
    2. Tsu-Yeh Fan & Bo-Yu Pan & Shen-Der Tseng & Li-Ping Chao, 2023. "How to Enhance Corporate Customers’ Loyalty on Purchasing Service Products? Exploring from the Perspective of Information Search," Sustainability, MDPI, vol. 15(9), pages 1-24, April.
    3. Imran Khan & Mobin Fatma, 2019. "Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 17(4), pages 439-455.
    4. Jain, Shilpi & Basu, Sriparna & Dwivedi, Yogesh K & Kaur, Sumeet, 2022. "Interactive voice assistants – Does brand credibility assuage privacy risks?," Journal of Business Research, Elsevier, vol. 139(C), pages 701-717.
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