EXAMINING THE INFLUENCE OF SERVICE QUALITY ON SPORTS BRAND LOYALTY: A STUDY OF UNIVERSITY STUDENTS IN GUANGXI PROVINCE, CHINA

Abstract

This study examines the influence of service quality on sports brand loyalty among university students in Guangxi Province, China, addressing a significant gap in the existing literature. Leveraging the SERVQUAL framework, the research examines the key dimensions of service quality—including tangibles, reliability, responsiveness, assurance, and empathy—and their impact on both behavioral and attitudinal loyalty. The qualitative approach employed in-depth interviews and focus group discussions with 30 purposively selected participants, ensuring diverse representation across universities and engagement levels. The findings reveal that high service quality fosters emotional attachment and repeat engagement with sports brands. Tangible elements, such as clean and modern facilities, alongside reliable and consistent service delivery, significantly contribute to loyalty. Personalized interactions and staff professionalism enhance trust and satisfaction, while prompt responsiveness strengthens customer relationships. Emotional loyalty, manifested through pride and identification with sports brands, emerges as a critical mediator between service quality and long-term brand allegiance. Practical implications include strategic initiatives to enhance service delivery, such as maintaining high standards of facility upkeep, training staff in empathetic communication, and implementing streamlined processes for addressing customer concerns. Engagement programs designed to build a sense of community and belonging further solidify brand loyalty. By focusing on the unique preferences and behaviors of university students, this study advances theoretical understanding and provides actionable insights for sports organizations. The findings highlight the crucial role of service quality in fostering loyalty within the sports industry, thereby contributing to improved customer retention and sustainable growth in the competitive Chinese sports market. Future research should investigate the quantitative validation of these insights across broader demographic contexts.