The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs
Purpose The purpose of this research was to test the influence of consumer knowledge
management on attitudinal and behavioral loyalty through service quality and psychological
involvement.
Design/methodology/approach – The participants (N = 396) were recruited through a
convenience sampling technique from non-profit sport clubs in Iran. Data were analyzed with the
Structural Equation Modelling using Mplus 7.4.
Findings – The results revealed that the effects of service quality on psychological involvement
were dependent on consumer knowledge management. Furthermore, there were the mediating
effects of service quality and psychological involvement in the relationships between the
consumer knowledge management and loyalty.
Practical implications – The research findings provide valuable insights for non-profit sport club
managers seeking to better attract and retain their consumers by demonstrating the importance of
investing in consumer knowledge management initiatives. Managers should thus integrate
knowledge orientation into their marketing and relationship management strategies and apply the
strategy into consumer knowledge within club services.
Originality/value – This study empirically highlights the important role of knowledge from, for,
and about the consumer on perceived service quality and loyalty building among the non-profit
consumer base