Impact of Customer Behavior of Generation Z on Its Loyalty in the Category of Sportswear

The onset of the experience economy stage, as well as the importance of differentiation among competitors, emphasize the study of customer experience. The only emerging generation Z will make up about 1/3 of the population in the foreseeable future and will become the main buying force of the market. That is why it is imperative to already know the patterns of Zers as buyers so that companies can manage their customer experience to increase their loyalty and improve the competitive position of the brand, because, as we know from research, this is the least loyal generation of all represented. Sports style has become massively popular under the influence of various events, such as the hosting of the World Championships, the Olympic Games, marathons, the popularization of certain sports among young people and the trend towards a healthy lifestyle, which has shaped a certain course of "athleisure". The sportswear and footwear market are experiencing significant growth, and the potential of the Russian sports goods market is estimated at almost 400 billion rubles. In this regard, the importance and relevance of studying this topic is revealed. Thus, this final qualifying work is devoted to assessing the impact of the consumer experience of generation Z on its loyalty in the category of sportswear and footwear. In the course of empirical research, a final list of parameters that shape CX was formed through expert interviews and a literature review. At the stage of quantitative research, a survey was conducted among representatives of generation Z aged 14 to 23 years. In addition, CX totals were grouped into factors using factor analysis, and the impact of customer experience factors on emotional and behavioral loyalty was assessed using regression analysis. The results of the study showed that the parameters of service and its effectiveness do have an impact on both emotional and behavioral loyalty. That is why, in the conclusions of the work, recommendations were given to sportswear brands with a focus on the parameters that fill this factor of service and its effectiveness.