Determinants of Loyalty in the Relationship Between Liga Antioqueña de Tenis de Campo and its Customers

Revista CEA

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Title Determinants of Loyalty in the Relationship Between Liga Antioqueña de Tenis de Campo and its Customers
Determinantes de la lealtad en la relación entre la Liga Antioqueña de Tenis de Campo y sus clientes
Creator Ávila-Rodríguez, Oscar Eduardo
Correa-Henao, Silvana Janeth
Henao-Colorado, Laura Cristina
Monroy-Escudero, Héctor Alonso
Brand-Ortiz, Jorge Iván
Subject Customer knowledge
determinants of loyalty
relationship marketing
sports organizations
sports leagues
conocimiento del cliente
determinantes de lealtad
marketing relacional
organizaciones deportivas
ligas deportivas
Description In order to have long-lasting relationships with their customers, sports organizations should make good marketing decisions based on studies that identify the characteristics of such relationships. In the literature, some studies have related the corporate environment to its sports counterpart, but few of them have investigated this kind of relationship using the set of constructs composed of satisfaction, perceived value, trust, commitment, and loyalty. Therefore, this paper analyzes the determinants of loyalty in the relationship between Liga Antioqueña de Tenis de Campo and its customers. This study adopted a mixed-methods approach divided into two stages: (1) exploration to understand the research problem and formulate the hypotheses and (2) description using a simple cross-sectional design with an analysis by Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirmed all the hypotheses proposed in the model, which included the determinants of loyalty suggested by relationship marketing in the sports context. This study found that, in the relationship between Liga Antioqueña de Tenis de Campo and its users, satisfaction, trust, and commitment are the direct determinants of loyalty and have a positive effect on it.
Las organizaciones deportivas deben tomar decisiones acertadas en el ámbito del marketing, por lo que es necesario que dichas decisiones se basen en estudios que permitan identificar las características de las relaciones que mantienen con sus clientes, esto con el fin de que estas sean duraderas en el tiempo. En la literatura mundial se evidencian estudios que relacionan el entorno empresarial con el deportivo, pero pocos han estudiado este tipo de relación utilizando en su conjunto los constructos de satisfacción, valor percibido, confianza, compromiso y lealtad. Por lo tanto, este artículo pretende analizar los determinantes de la lealtad en la relación de la Liga Antioqueña de Tenis de Campo con sus clientes. La investigación se llevó a cabo a través de una metodología mixta que incluye dos fases: una fase exploratoria para comprender el problema de investigación y establecer las hipótesis, y otra descriptiva, de corte transversal simple, con análisis mediante un modelo de ecuaciones estructurales, bajo el enfoque de mínimos cuadrados parciales. El estudio arrojó una confirmación total de las hipótesis planteadas para el modelo, evidenciando los determinantes de la lealtad indicados por el marketing relacional en el contexto deportivo, específicamente en el de la Liga Antioqueña de Tenis de Campo y sus usuarios, encontrando que los determinantes directos de la lealtad, y que presentan un efecto positivo, son la satisfacción, la confianza y el compromiso.
Publisher Instituto Tecnológico Metropolitano - ITM
Date 2021-09-01
Type info:eu-repo/semantics/article
Format application/pdf
Source Revista CEA; Vol. 7 No. 15 (2021); e1811
Revista CEA; Vol. 7 Núm. 15 (2021); e1811
Language spa
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