Document Type : Research Paper



In today's competitive environment, branding is considered as a mechanism to help businesses in order to achieve competitive advantages. Due to perceived service quality, business image and customer trust, branding, as an important concept in the sports marketing, is created for organizations. The aim of this study was to investigate the relationship between perceived service quality and customer loyalty with an emphasis on the mediating role of business image and customer trust in sport businesses. The research methodology was descriptive-survey type. The population consisted of active sport businesses in Tehran province. 160 entrepreneurs were selected from the population of sport entrepreneurs (N=270) using Cochran formula. The quantitative data were collected by distribution of questionnaires and stratified sampling method. To analyze data and test the hypotheses, Structural Equation Modeling (SEM) and Partial Least Squares (PLS) were administered using Lisrel 8.5 software. Findings showed a direct and significant relationship between perceived service quality and customer loyalty. Business image and customer trust mediated the relationship between perceived service quality and customer loyalty.


1. سجادی، سید نصرالله (1388) . مدیریتسازمان‌هایورزشی، چ نهم، تهران: سمت.
2. هنری، حبیب؛ مندعلی‌زاده، زینب (1390). «بررسیاهدافواستراتژی‌هایکارآفرینیدرورزشکشور بر‌اساستحلیل استراتژیک»، مطالعات مدیریت ورزشی، ش 12، ص 126-107.
3.Auh,S., Johnson, M. D.(2005)."Compatibility effects in evaluations of satisfaction and loyalty". Journal of Economic Psychology, No 26, pp: 35-57.
4.Bodet, G.(2008). "Customer Satisfaction and loyalty in service, two concepts, four constructs, several relationships". Journal of Retailing and Consumer service, No 15, pp: 156-162.
5.Beerli, A., Martin,J. & Quintana, A. (2004)."A Model of Customer Loyalty in the Retail Banking Market". European Journal of Marketing. Vol. 38.
6.Brady, M. (2001)."Customer Oriention: Efefect on customer service perceptions and outcome behaviour". Journal of Service Research, Vol 3.
7.Brady.,M,Joseph Cronin J. (2003)."Some New Thoughts conceptualizing Perceived Service ".Quality, Jounal of marketing.
8.Crosby.,P. (2007)."Quality without Tears: The Art of Hassle". Free Management, New York.
9.Cohen, D., Can, C., Yong, H. H. A, choong, E., (2006). "Customer satisfaction: A study of bank customer retention in New Zealand". Commerce Division (Discussion Paper), No 109.
10.Davis-sramek, B., Mentzer, T. J, Sank, P. T, (2016)."Creating Consumer durable retailer Customer loyalty through order fulfillment service operations". Journal of operations management.
11.Dick, A. S., and Basu, K. (1994)."Consumer Loyalty: Toward an Integrate Framework". Journal of the Academy of Marketing Science, vol 22, No2.
12.Eshghi, A., Haughton, D. and Topi, H. (2007)."Determinants of customer loyalty in the wireless telecommunications industry".Telecommunications Policy, Vol. 31 No. 2.
13.. Fisser, S., & Browaeys, M.-J. (2016). "Team learning on the edge of chaos. The Learning Organization". Special issue ‘Networks of learning and leadership in organization’, 17(1), pp: 58-68.
14.Henseler, j. & Chin,w.(2014). "A comparision of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling". Structural equation modeling, 17(1):82-109.
15.Hollis.,L, Victor., P and Xiaoni, Z. (2007). "A comparison of Magal’s service quality instrument with SERVPERF". Information & Management, vol 44.
16.Hulland, J. (1999). "Use of partial least squares (PLS) in strategic management research: a review of four recent studies". Strategic Management Journal, 20(2), pp: 195- 204.
17.Jones, M. A, L- Mothersbaugh, D., Beatty, S. E, (2002). "Why Customers stay. Measuring the underlying dimentions of services switching Cost and managing their differential strategic outcomes". Journal of Business research, No 55, pp: 441-450.
18.Jose A.,M, Laura.,M. (2010)."Some insights on conceptualizing and measuring service quality". Journal of Retailing and Consumer Services, vol 17.
19.Kotler Philip , Gary Armestrang. (2011)."Marketing Management".Prentice Hall, USA.
20. Lendel, V, and Varmus, M. (2012). "Innovation strategy In Slovak Businesses World Academy of Science, Engineering and Technology", 64(3), pp. 1137-1147.
21.Narasimhaiah G, Toni M and Betty W. (2010). "Organizational impact of system quality, information quality, and service quality". Journal of Strategic Information Systems, vol 19.
22.Nilsson, O. and Olsen, J. (1995)."Measuring consumer retail store loyalty".European Advances in Consumer Research, Vol. 2, pp: 289-97.
23.Parasuraman, Soolakshna D. Lukea-Bhiwajee. Perunjodi Naidoo. (2000)."A Conceptual model of Service Quality and the implication for further research". Journal of Marketing. Vol 49.
24.Puhakka, Vesa ., (2010). "Versatile and flexible use of intellectual capital inn entrepreneurial opportunity discovery". Journal of Management Research, 2010, Vol. 2, No. 1, pp: 1-26.
25. Rodríguez, A-R, Medina-Garrido, J-A, Lorenzo-Gómez, J-D & Ruiz-Navarro, J (2010)."What you know or who you know? The role of intellectual and social capital in opportunity recognition". International Small Business Journal, vol. 28, no. 6, pp: 566-82.
26.Rundle-thiele, Sh. And Mackay, M. M. (2001)."Assessing the performance of brand loyalty measures". Journal of service marketing, vol 15, No7.
27.Shanker, V., Smith, A. K, Rangaswamy, A, (2003)."Customer satisfaction and loyalty in online and offline environment". Journal of marketing, No 20, P. P 153-173.
28.Panayides, P. (2006)."Enhancing innovation capability through relationship management and implications for performance". European Journal of Innovation Management, 9(4), pp. 466-483.
29.Shei, P.,Zahra,S. (2014). "Enhancing innovation capability through relationship management and implications for performance". European Journal of Innovation Management, 9(4), pp. 466-483.
30.Sheng Lo, (2014). "A Study of Relationship Marketing on Customer Satisfaction". Journal of Social Sciences 8 (1): 91-94. ISSN 1549-3652.
31.Stafford ,K. (2015). "Determinants of Service Quality and Statisfacation in the Auto Casualty Claims process". Journal of service Marketing.
32.Taylor S. A., Celuch K., Goodwin, S. (2016)."The importance of brand equity to customer loyalty". Journal of Product & Brand Management, Vol. 13,.
33. Zung, D.C., Mahony, D.F., Ridinger, L.L., (2002). “Characterizing consumer motivation as individual difference factors: Augmenting the sport interest inventory (SII) to explain level of spectator support”. Sport Marketing Quarterly, v.11, pp.33-43.