The impact of subjective consumer knowledge on consumer behavioral loyalty through psychological involvement and perceived service quality: sports clubs

PurposeThe study advances an enhanced model encompassing psychological involvement, denoted as the psychological continuum model (PCM) and perceived customer service quality as intermediaries in the association between subjective customer knowledge (SCK) and behavioral loyalty. The purpose of this study is to assess the mediating role of psychological engagement and consumers' perceived service quality in the relationship between SCK and behavioral loyalty among members of nonprofit sports service organizations. Additionally, the study aims to examine the impact of membership duration on the relationship between consumer knowledge and behavioral loyalty.Design/methodology/approachThe study used a quantitative research design, and primary data were collected through a structured questionnaire from 527 members of nonprofit Chinese sports clubs who were selected using a simple random sampling technique. A 5-point Likert scale questionnaire was developed to measure all constructs in the intended research model. The suitability of the measurement model was analyzed by performing confirmatory factor analysis (CFA). Structural equation modeling (SEM) was used to analyze the data using AMOS-24.FindingsThe results of the overall direct effect indicate a significant influence of subjective knowledge on perceived service quality, perceived service quality significantly and positively influences psychological engagement; psychological engagement was found to be an important predictor of consumer behavioral loyalty.Originality/valueThe results offer information for nonprofit sports club (NPSC) managers who seek to increase the attractiveness and retention of their clubs' members by establishing the importance of subjective consumer knowledge.