A Structural Model for Customers Switching from the Sports Shops

The Survival of the sports shops depends on attracting and maintaining a sufficient number of customers. The recognition of the reasons for attracting and switching customers is very important. The purpose of this study was to introduce a structural model for customers switching from sports shops. The research method was descriptive-survey. The statistical population of this research was the customers of Tehran sports shops, who bought from the region of Moniriyeh. Among which 337 individuals were selected with a simple random method based on the Morgan's table. The standard questionnaire designed by Emadi et al (2014) was used to collect data. The content validity of the questionnaire was approved by ten sports management experts. In a pilot study to calculate the reliability of the questionnaire 30 questionnaires were distributed and Cronbach's alpha of 0.93 was obtained. The data were analyzed using SPSS and AMOS software. The results showed that the functional dimension of the factor load of 0.87، the indifference dimensions with the factor load of 0.85, the basic dimension of the factor load of 0.68, and the motivational dimension with the factor load of 0.59 had the most effect on customers switching. Also, in the fundamental aspect, poor quality of the goods of the shop with the factor load of 0.82; in functional dimension, the lack of convenient and convenient access to the store with the factor load of 0.94; in the motivational dimension, unreasonable price of the goods of the shop with the factor load of 0.86 and in the indifferent dimension, Inappropriate advertising for the store in the city with the factor load of 0.87 were the most important component of customer loss from sports shops. Overall, we conclude that managers must always understand the factors affecting their customer switching and try to reduce them in order to compete with other competitors to achieve competitive advantage and have more loyal customers.