Factors Influencing The Loyalty Of The Home Audience Of Henan Jianye Football Club, China

บทคัดย่อ

This paper focuses on the research of home audience loyalty of Henan Jianye Football Club. Taking the home game against Shijiazhuang Yongchang in July as the research case, trying to analyze the relationship & influence of experience on satisfaction and satisfaction on loyalty from the perspective of consumer psychology. Followed by the design of the questionnaire to analyze the relationship between the three items. And finally, advice on how to improve the audience loyalty of Jianye Football Club is given. The result found the loyalty of Jianye’s home audience through the investigation of the home game against Yongchang, analyze and summarize as audience loyalty is not the influence of a single experience, but a kind of spiritual loyalty based on the changes of the game that integrates multiple experiences. It requires considerate service for different age groups, so that the enthusiasm of fans can be implemented and professional Player’ performance on the field is rewarded, and respect is earned by respect, which is the reason for loyalty.