Influence of service performance variables and brand variables on the loyalty of esports event users

Abstract

The esports sector has become so popular among the population that the number of esports events has grown over the years. The purpose of this study was to determine the influence of of service performance variables: general quality and perceived value; and the brand variables: brand credibility, brand recognition and corporate image, on user loyalty. To obtain the information, a questionnaire was administered in person and online at esports events held in the Valencian Community, Spain. A total sample of 194 participants was obtained. First, a descriptive analysis of the results and a Pearson correlation analysis were carried out to test the Independence of the predictor variables of loyalty. Finally, a linear regression was performed to test whether the service performance variables and brand variables had a significant influence on loyalty. The results obtained indicated that the service performance variables significantly predicted loyalty. While the brand variables only predicted corporate image. These data showed that in order to improve user loyalty at esports events, it is necessary to prioritise strategies on variables that influence aspects related to the perceived performance of the event, rather than brand variables.