Construction of Customer Loyalty Model in China Basketball Association


  • Qi Song School of Management, Shinawatra University
  • Wasin Phromphithakkul School of Management, Shinawatra University


Customer experience, Customer loyalty, Model building China Basketball Association


            With the development of economy, the huge economic function and value of sports itself are more and more recognized by people, and the economic growth brought by the sports industry accounts for more and more of the GDP. The vigorous development trend of sports industry is called the "sunrise industry" in China. Sports competition and performance industry are the model of the combination of sports industry and economy. The market-oriented operation of China's sports competition performance industry is still in its infancy, with an immature system and insufficient scale. By using the methods of literature, interviews, questionnaires and mathematical statistics, this study studied the customer loyalty of China Basketball Association (CBA), and systematically analyzed the key issues of customer loyalty in the sports performance industry. The results show that: (1) The customer experience loyalty model of China Basketball Association (CBA) includes eight dimensions: sensory experience, thinking experience, action experience, communication experience, functional satisfaction, emotional satisfaction, social satisfaction and customer loyalty. (2) Through the verification and analysis of the structural model, it is concluded that: except that interactive experience has no positive impact on emotional satisfaction, all dimensions of customer experience have a positive impact on customer loyalty through customer satisfaction; The impact of customer satisfaction is the result of the comprehensive role of all dimensions. (3) Customers with higher education level and income scored lower in customer experience and customer satisfaction, which ultimately reduced customer loyalty. Therefore, the event should pay more attention to the experience of people with higher education. (4) China Basketball Association (CBA) has provided a high experience and perception environment for customers who participate in basketball or basketball, and won the loyalty of these customers. The experience and perception settings of customers who do not participate in basketball are not successful.


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