A Theoretical Model and Empirical Analysis on Attributes Affecting Customer Loyalty of Sportswear Retailing in China

Based on structural equation modeling (SEM), theory of five dimensions of service quality is proved to be suitable in sportswear retailing in China. It analyzes the relationship among five dimensions and puts them in order of importance as to service quality in sportswear retailing. Service quality, customer satisfaction and customer value which are main factors affecting customer loyalty were selected to build a model of service quality affecting customer loyalty and eight hypotheses were put forward in this paper. Demonstration research was given to check the model and hypothesis. The result showed that service quality is the key factor affecting customer loyalty, the second one is customer value, and last is customer satisfaction.