Modern Economics & Management Forum

This study investigates the impact of perceived service quality on customer loyalty in sports clubs of higher vocational colleges in Shijiazhuang, China, with customer trust as the mediating variable. A quantitative approach was used, and structured questionnaires were given to 384 full-time campus sports club members. Data were analyzed with SPSS and Smart PLS. The findings show that perceived service quality indirectly affects customer loyalty via customer trust, and empathy, reliability, and tangibles are key for trust-building. Responsiveness and assurance have no significant impact on trust or loyalty. Customer engagement positively affects trust but doesn't directly lead to loyalty without the mediating effect of trust. These results offer theoretical insights for service quality research in educational sports and practical suggestions for campus sports club managers to improve member retention and competitive advantage.