Structural Equation Modeling Approach in Explaining the Effect of Mediating Role of Sports Customer Satisfaction on Brand Equity and Brand Loyalty (Case Study: Sports Places of Maku Industrial Free Trade Zone)
Sajjad Pashaie, Vahid Hafezi, Fariba Askarian, Dadfar Akbari

Abstract
Objective: Business organizations always wanted to create solutions to achieve the brand customer satisfaction in industrial markets for a specific purpose, the limitation of customers, large profits, and creating customer loyalty for their organizations. The aim of this study is to investigate the role of customer satisfaction on brand equity and brand loyalty. Methodology: This Study is applicable in terms of purpose and is a descriptive survey regarding to data collection. The populations of the study are the sports places consumers of Maku industrial free trade zone. For sample selection, the simple random sampling method was used. So for gaining and analysis of the preliminary data, the standard questionnaire was used. To analyze the data and respond to questions and hypotheses testing, the structural equation modeling test of smart PLS was used. Results: The results show a significant and acceptable influence of mediating role of sports customer satisfaction among the components of brand equity (perceived quality, employee behavior, brand awareness, brand identity) and brand loyalty. Conclusion: As a result, according to the ranking factors influencing loyalty, managers of sports places, can provide a basis to increase the customer loyalty and thus to keep long-term interests of their firms.

Full Text: PDF