The effect of satisfaction, quality of service and innovation on brand love among the customers of domestic and foreign elected brands

Subject Areas : Innovation in Sports Management

pegah omrani ¹ , seyed salahedin naghshbandi ²

1 - M.A. in Sports Management, Islamic Azad University, Science and Research Unit, Tehran, Iran
2 - Assistant Professor of Sports Management, Islamic Azad University, Science and Research Unit, Tehran, Iran

Received: 2023-03-04 Accepted : 2023-04-27 Published : 2024-06-10

Keywords: satisfaction, service quality, innovation, brand love, domestic and foreign selected brands,

Abstract :

The purpose of this research is the effect of satisfaction, service quality and innovation on brand love among customers of selected domestic and foreign brands. The statistical population of this study was all customers of domestic and foreign selected brands. 385 people were selected as the sample using Cochran formula. The data collection tool was four questionnaires. First, the standard questionnaire of satisfaction (a = 0.84), second quality of service questionnaire (a = 0.79), third of innovation questionnaire (a = 0.81) and fourth brand love questionnaire (a = 0.86) The faculty and content validity of the questionnaires was approved by 15 sports management professors. The findings indicated that the indicators for assessing the generality of the structural equation model with respect to the optimal range of these indicators in total indicated that the supposed model is supported by the research data, that is, the fitting of the data to the model is established. And all indicators indicate the desirability of the structural equation model. The results showed that innovation is one of the important factors affecting customer satisfaction. Considering that today's competitive market, if sports brands can innovate more in their products, will take a large share of the market. And this brings brand equity to the customers.