The Influence Of Sportswear Brand Experience Store Atmosphere On Customer Loyalty

Along with the quiet arrival of the experience economy era,more and more sportswear brand experience stores came into being.The author hopes to provide a reference for the refined management of enterprises by studying the relationship between the experience store atmosphere and customer loyalty.Through literature research,this paper collects experience store theory,store atmosphere theory,store atmosphere factor,customer loyalty concept and customer loyalty measurement indicators,and obtains the atmosphere of sportswear brand experience store after case analysis and semi-open interview.The preliminary measurement scale and customer loyalty measure table of 21 items propose a research hypothesis model between the atmosphere of the sportswear brand experience store and customer loyalty.After the questionnaire is rationally designed and distributed,the author conducts quantitative research through factor analysis,correlation analysis and regression analysis,and draws the following main conclusions:(1)Extracting the atmosphere of the sportswear brand experience store into three dimensions,namely “in-store service”,“store image” and “in-store environment”.(2)The three dimensions of the sportswear brand experience store atmosphere have a positive impact on customer loyalty.Among them,the "store image" has the greatest impact,the "in-store environment" is second,and the "in-store service" is the third.