Abstract
There is no doubt that demand for accountability is rapidly growing in marketing disciplines, including public relations. The purpose of this study was to investigate the impact of public relations on perception toward the sport center image and customer loyalty. Windows SPSS Ver. 20.0 statistics program was used for the 569 samples among six local sports centers in D Metropolitan City. It concluded that (1) seven public relations factors (trust, openness, commitment, reputation, mutual control, communal relationship, and social contribution) and sports center image, and two customer loyalty factors (behavioral and attitudinal) were positively (+) correlated. (2) Public relations factors (trust, openness, commitment, mutual control, social contribution) had positive impact on the sports center's image. (3) Public relations (trust, commitment, communal relationship) had positive impact on customer loyalty. Although the authors recognized that categorizing factors of public relations on sport centers' image and customer loyalty, marketing executives must see innovative methods for measuring public relations programs as a substantial body of evidence of public relations works.