Identifying Factors Affecting Customer Loyalty of Sports Entertainment Service Companies

The aim of the current study was to construct and validate a tool to evaluate and measure the internal and external factors affecting the satisfaction and loyalty of customers of sports entertainment service companies. This research is applied in nature, utilizing a combined approach of quantitative and qualitative data collection. The data analysis method employed is descriptive-exploratory, and the research is contemporary in its timing. Data was collected through fieldwork and surveys. The qualitative part of the research involved sports marketing professors and experts, while the quantitative part included all regular customers highly engaged with water parks in Iran. Data analysis was conducted using descriptive and inferential statistics methods with the assistance of SPSS software and Lisrel version 8/8. The fit indicators of the measurement model revealed favorable conditions for the questionnaire assessing internal and external factors influencing customer satisfaction and loyalty. Overall, this questionnaire provides a reliable means to measure the desired indicators effectively.