An Empirical Study on the Customer Loyalty to Sports Goods Brand

The research objective is to explore the formation mechanism of the customer loyalty to sports goods brand and improve the competitiveness of sports goods enterprises. Based on the review of relevant literatures, this paper mainly applied regression analysis method in empirical research. It concluded that the perceived quality is positively correlated with customer value and customer value is positively correlated with customer satisfaction, while customer’s satisfaction is positively correlated with customer loyalty.