Factors Influencing Customer Loyalty in The Sportswear Industry : An Analysis of Key Determinants in Brand Selection

Background: The sportswear industry has seen a shift in the market, together with increasing demand for athleisure, and a significant growth that is expected to continue. The change in the market has led to increasing competition, with customer loyalty being an essential part to maintain a competitive advantage in the evolving sportswear market. Purpose: The thesis aims to explore the primary drivers of customer loyalty within the sportswear industry, and to identify the key factors of influence in the decision-making process of a customer. Method: A quantitative research method was implemented, with the online distribution of a structured survey. The collected data, from 123 respondents, was analysed using descriptive statistics, Pearson correlation, and regression analysis. Conclusion: The results show that product quality, price, and style are the most influential factors in driving customer loyalty and purchasing decisions. Furthermore, that loyalty is strongly influenced by whether the brand consistently meets their expectations for quality and affordability. The findings showed that customer satisfaction, attitudinal loyalty, and perceived value are the key determinants of maintaining loyalty over time.