Designing Scenarios to Reduce Brand Switching in Sports Equipment Industry Customers

Abstract

Objective: The objective of this study is to design scenarios that can examine brand switching behavior in customers within the sports equipment industry and identify and analyze the influencing factors. Methodology: In this research, first, a literature review was conducted to identify the factors influencing brand switching behavior in customers. Then, a questionnaire was designed and distributed to examine the current status of these factors in the sports equipment industry in the country. Seventy experts from the sports equipment industry responded to this questionnaire. Subsequently, using the fuzzy cognitive map technique, the systemic relationship between the factors was identified, and forward and backward scenarios were developed to improve the structure. Findings: The results of the study indicate that among the 10 identified factors, the quality of products and services offered in sports equipment is the most important factor in implementing a systemic structure to prevent brand switching. The identified factors are: trust, competitive pricing, customer attitudes, customer satisfaction, reliability, quality, customer relationship management, word-of-mouth advertising, knowledge management systems, and government regulations. Conclusion: Focusing on the quality of products and services offered in the sports equipment industry can serve as an effective strategy to reduce brand switching among customers and provide a distinct competitive advantage for brands.