SPORTS CLUB LOYALTY: GENERAL AND AGE-RELATED ANALYSIS. AN EXAMPLE FROM RECREATIONAL RIDERS IN RIDING SCHOOL

Objective: The objective of this study is to investigate the impact of age on sporting club loyalty, focusing on horse riding in France. Theoretical Framework: Using a consumer behavior marketing approach, this study provides an understanding of the relationships and influence between the constructs of loyalty, satisfaction, switching barriers, affective commitment to the group of friends and community commitment. Method: A multigroup SEM was used to provide a global understanding. The Data collection was carried out through on online survey amongst 615 respondents in France. Results and Discussion: Whatever the age is, the results confirm the classical influence of satisfaction on loyalty and highlight the significant influence of riding teachers on customer loyalty to riding schools. The relationships between the other constructs differ by age with different factors influencing satisfaction and loyalty. Younger riders’ loyalty relies more on teacher linkage, while older riders consider a more global environment, including switching barriers and commitments. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of sport management. These implications could encompass equestrian activities and sports businesses. Originality/Value: This study contributes to the literature by showing the differences or correlations between segments of recreational riders according to their loyalty to their riding club. Thus, adapting marketing and management strategies according to the age of recreational riders is essential to improve loyalty according to its main drivers.