Abstract: Based on structural equation modeling(SEM),service quality,customer satisfaction and customers′view on value that are main factors affecting customer loyalty are selected to build a model of service quality affecting customer loyalty and eight hypotheses are put forward in this paper.Demonstration research is given to check the model and hypothesis.The results show that service quality is the key factor affecting customer loyalty,followed by customers′view on value,and finally,customer satisfaction.It is proved that service quality affects customer loyalty in both direct and indirect ways,and the former is more important than the latter.Customer′s view on value affects customer loyalty only directly,while customer satisfaction affects customer loyalty only indirectly.In order to obtain higher customer loyalty of sportswear brands,providing better service is essential.