Determinants of Loyalty in the Relationship Between Liga Antioqueña de Tenis de Campo and its Customers

In order to have long-lasting relationships with their customers, sports organizations should make good marketing decisions based on studies that identify the characteristics of such relationships. In the literature, some studies have related the corporate environment to its sports counterpart, but few of them have investigated this kind of relationship using the set of constructs composed of satisfaction, perceived value, trust, commitment, and loyalty. Therefore, this paper analyzes the determinants of loyalty in the relationship between Liga Antioqueña de Tenis de Campo and its customers. This study adopted a mixed-methods approach divided into two stages: (1) exploration to understand the research problem and formulate the hypotheses and (2) description using a simple cross-sectional design with an analysis by Partial Least Squares Structural Equation Modeling (PLS- SEM). The results confirmed all the hypotheses proposed in the model, which included the determinants of loyalty suggested by relationship marketing in the sports context. This study found that, in the relationship between Liga Antioqueña de Tenis de Campo and its users, satisfaction, trust, and commitment are the direct determinants of loyalty and have a positive effect on it.