Research On The Impact Of Customer Experience On Customer Loyalty In Shanghai Juss Sharks Basketball Club

With the Chinese Basketball Association decoupling from the Basketball Sports Management Center of the General Administration of Sport of China,Yao Ming became the chairman of the Chinese Basketball Association,and the Chinese Men 's Basketball Professional League has begun to move towards the 2.0 era.In the new tournament cycle,the league will shape a younger brand image,focus on creating more exciting tournament products,provide more intimate fan experience and services,and thus expand the number of league fan groups.As a member of the CBA Alliance,Shanghai Juss Sharks Basketball Club actively responded to the call for "CBA 2.0" reform and became one of the earliest franchises to update their team logo and visual system.However,located in Shanghai,an international metropolis with abundant sports events,the number of fans or spectators will not only be affected by the team's rank,but the franchise also needs to face pressure on various events such as the F1 World Championship China Grand Prix,the Shanghai ATP1000 Masters,the NBA China game and the Chinese Super League.Therefore,attracting more audiences to pay attention to the team and strengthen their loyalty to the franchise is not only the direction that the league will develop in the future reform process,but also the goal that Shanghai Juss Sharks Basketball Club will strive to achieve during the operation and management process.This paper uses the literature data method,questionnaire survey method,and mathematical statistical analysis method to study the customer experience,customer perceived value,and customer loyalty of the audience at the Shanghai Juss Sharks Basketball Club.It is found that the customer experience has a positive impact on customer loyalty,a positive impact on perceived gains,and a negative impact on perceived losses.Customer perceived gain has a positive effect on customer loyalty,and customer perceived loss has a negative effect on customer loyalty.And customer perceived value plays a part of the intermediary role in the impact of customer experience on customer loyalty.By analyzing customer experience,customer perceived value,and customer loyalty,the following conclusions are obtained:(1)different types of spectators will show a certain degree of difference in their experience when watching the game on the spot,the gains after watching the game,and their attitude towards the franchise;(2)the thinking experience produced by the audience during the viewing has the biggest impact on their loyalty to the franchise;(3)audiences have the lowest evaluation of sensory experience which is the longest duration,the most obvious and direct feeling in the customer experience,and have the highest evaluation of the associated experience;(4)the gains from watching the match on the spot will encourage the audience to pay more attention to the dynamics of the franchise in daily life,and factors such as time and currency costs brought by watching the match will affect them to come to watch the match again.Losses will reduce the impact of the customer experience to the customer loyalty.There are the following suggestions:(1)the club should establish a customeroriented business philosophy,implement customized marketing strategies based on audiences portraits,actively develop the audience base,attract more fans from behind the live screen to the arena to watch games,and unite the professional market investigate agencies to get the characteristics of the audience and provide a customer experience that meets the needs of the audience;(2)the club should enhance the customer experience during the whole event,upgrade the hardware facilities of the arena in terms of the sensory experience,integrate the entertainment elements with the event in terms of the emotional experience,deepen the audience's attitude towards the franchise by answering questions in terms of the thinking experience,improve audience's route in the arena in terms of action experience,and set public stands in terms of associated experience;(3)the club shall reduce the perceived loss of the audience to watch the game through taking marketing activities such as student discounts,family tickets,and consumer rewards.