Developing a Strategic Model for Customer Loyalty by a Content Analysis Approach

The study is to develope a strategic model for customer loyalty to Iranian Sportswear brands. The research method is qualitative and based on content analysis approach. The statistical population consisted of experts, sports marketing professors, and sports apparel manufacturers. The sampling was done using purposive approach based on theoretical approach. Data collection continued until theoretical data saturation and 20 semi-structured individual interviews were conducted. The coding process was performed in three stages: open, axial and selective and finally the design of the themes was discussed. A total of 179 primary codes were generated. Then, due to the multiplicity of codes, all similar codes were assigned to their specific group based on conceptual and semantic affinities, reduced to 28 subcategories and finally to the secondary open codes, seven main categories including name business, product quality, price, design and fashion, store environment, advertising and promotion and quality of service. In the next step, in order to establish the relationship between the concepts produced in the coding phase and the components, the software was entered into the MAXQDA software environment and finally the final model was presented. According to the findings, it can be concluded that Iranian clothing manufacturers can increase their loyalty by focusing on identified factors of customer loyalty.