Studying the Factors Affecting Customer Satisfaction and Loyalty for Sportswear Brands in China: The Case of ERKE

Abstract

This study aims to investigate the customer satisfaction and brand loyalty of ERKE sportswear in China. Because the ERKE brand market share has declined in China’s competitive sportswear market. The research questions focus on the factors influencing customer satisfaction and brand loyalty, while the hypotheses examine the impact of price value, hedonic value, service quality, and perceived sensory experience on customer satisfaction and brand loyalty. Meanwhile, the study adopts a purposive sampling technique and collects data through an online questionnaire distributed to 226 participants in Foshan, a second-tier city in China. Various statistical analyses, including frequency analysis, reliability analysis, correlation analysis, T-test, ANOVA, and linear regression analysis, are conducted using SPSS software. The findings reveal the importance of price value, hedonic value, service quality, and perceived sensory experience in influencing customer satisfaction and brand loyalty. Based on the results, practical recommendations are provided, including the need for marketers to consider these factors in their strategies, develop brand differentiation strategies, utilize big data and artificial intelligence for precise marketing plans, and enhance pre-sales and after-sales services. These findings contribute to the understanding of consumer behavior and provide valuable insights for the sportswear industry in China.