Özet:

It is the customer's commitment that the buyer is constantly buying a specific item or prefer to shop from the same place of sale. The sports shoes that are included in the sports economy and are used widely in the daily life, as well as for sports purposes, have become a major sector. The developments in the sports shoe industry, technology, new products, quality, affordable prices, and other factors, lead to the increased competition in the sports market. In this regard, it is very important for within the sports industry to measure customer commitment and to interpret the findings obtained in terms of customer commitment.  In this study, the customer commitment to the choice of sports shoes of university students was measured. of Keiningham. The "Personal Information Form" created by the researcher with the Customer Liability Scale (MBÖ) developed by (2015) and adapted to Turkey by Bektaş and Aydın (2018) was applied to a total of 862 students, including 410 women and 452 men at the University of Atatürk who studied in the spring semester 2017-2018. Frequency analysis for determining the demographic characteristics of participants; T-test in independent groups for gender variables was applied. According to class, age, monthly income level and the frequency of changing sports shoes, a one-way variance analysis (ANOVA) and a Tukey test were also applied to determine the source of the difference between the groups in comparison of customer commitment levels. The results of the analysis have found that female students have a higher customer commitment in a lower dimension of emotional commitment than male students. However, it has been established that male students have a higher customer commitment in the lower dimension of economic commitment and compulsory commitment compared to women students.

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