THE INFLUENCE OF PERCEIVED VALUE, EVENT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY: A CASE STUDY OF ELDERLY SPORTS ASSOCIATION IN HENAN PROVINCE, CHINA
This study investigates the impact of perceived value, activity quality, and service quality on customer loyalty in
the Elderly Sports Association of Henan Province, China, to better understand the loyalty drivers for this group.
The study collected data from 320 elderly members through questionnaires, assessing perceived value, event
quality, service quality, and customer loyalty. Using structural equation modeling, the results show that activity
quality, perceived value, and service quality significantly enhance customer loyalty, with perceived value having
the greatest impact on customer loyalty. Activity quality also has a positive effect on perceived value. However,
the scope of this study is limited to Henan Province, and the sample size is relatively small, indicating the need
for further research in more diverse regions and with larger sample sizes. In practice, the results suggest that
elderly sports associations should focus on improving event and service quality to enhance perceived value and
service quality, thereby increasing customer loyalty. This study adds new content to the existing literature on
elderly sports service management in China and provides rare empirical insights into the factors driving customer
loyalty in this specific context.