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Global Sport Business Journal

Global Sport Business Journal

Abstract

The collegiate licensing market is large and becoming increasingly competitive, particularly for officially licensed university retail outlets. In such competitive environments, retailers should have a strong customer orientation and provide exceptional customer service to foster loyalty. Based on responses from patrons of an official university retail outlet (n=249), this study found that dimensions of service quality (technical, environmental, and functional) impact customers’ satisfaction and subsequent loyalty. Further, this study found that when consumers identify with a team (i.e., team identification and identification through apparel), higher levels of service quality are perceived. Based on results, retailers can distinguish their retail outlet and enhance customer retention by providing exceptional service quality. It is also important to reinforce customers’ sense of belonging to a particular team-affiliated group and market the retail outlet as the “official” outlet for team merchandise.

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