The importance of the services brand in predicting loyalty and word of mouth

This research is related to brand perception and its implications for the management of sports services. The aim of this study is to analyse the influence of perceived brand quality on credibility and attitudes towards this perceived quality from the point of view of users, as well as whether that relationship could trigger increased loyalty and recommendations. The survey was conducted in a public sports service located in Valencia, Spain, and its results have confirmed the influence of perceived quality on credibility but not on attitudes. On the other hand, the effects of credibility and attitudes on loyalty have been significant because of the influence of credibility on recommendations and attitudes. Conversely, attitudes have not had a direct influence on word of mouth (WOM). DOI: http://dx.doi.org/10.5755/j01.ee.29.4.17694