Abstract:
The appearance of the COVID-19 pandemic caused great difficulties and changed the way businesses operate. All industries have been affected, with the consequences that will follow after the end of the consecutive lockdown to be the most important issue. The sports services market is one of the sectors that have been greatly affected as its operation is performed mainly with a physical presence. Exercise is part of people's daily lives. Therefore, the disruption of the exercise program of athletes in combination with the change of lifestyle due to the restriction of movement and social interactions raises the chances of influencing their daily habits. With an emphasis on the market situation in the post-COVID-19 era, this research focuses on measuring the loyalty of athletes to the companies in which they were customers before the pandemic lockdowns in combination with the factors that affect it. The aim is to find out if loyalty has been affected as well as at what levels it is. Utilizing the data, industry professionals can modify the operation of their businesses with less financial risk by emphasizing services and trends that are in direct demand. The research was conducted in a sample of 200 participants in Greece during the second pandemic lockdown from October to December 2020. The results reveal that loyalty has been maintained at a high level towards sports companies nad on the contrary there are indications of the reluctance of the sports public to purchase new athletic services.
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