The first purpose of this study was to analyze the causal relationship between instructor image perceived sports center customers and customer value, customer loyalty. And second purpose is to verify the mediating effect of perceived customer value in the relationship between image of the instructor and customer l oyalty. The subjects o f this s tudy were selected f or 3 51 customer among t he s enen s ports centers in G regional using a convenience sample extraction. The conclusion is as follows: First, the perceived image of the instructor of the sports center had a positive effect on customer loyalty. Second, the perceived image the instructor of the sports center had a positive effect on customer value. Third, the customer value of the sports center had a positive effect on customer loyalty. Fourth, the customer value had a partial mediating effect in relation to the perceived image of the instructor in the sports center and customer loyalty.