Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

The Research on the Customer Loyalty of Qinhuangdao Great Wall International Travel Service

Author XuShu
Tutor WengGangMin; HanWenZhong
School Yanshan University
Course Business Administration
Keywords customer loyalty travel services structural equation model (SEM)
CLC F274
Type Master's thesis
Year 2012
Downloads 42
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In recent years,with the rapid development of tourism in Qinhuangdao,the numberof travel services has been increasing dramatically. With the competition picking up andthe customer contest cost rising in the market,the developing and protecting loyalcustomer colony has become the travel services’ important strategy to win the market. Thepaper analyzes the major influencing factors of customer loyalty for Qinhuangdao GreatWall International Travel Service (QGWITS) by using the latest research result. Then aninfluencing factor model of customer loyalty is proposed for QGWITS. And based on thequestionnaire, the model is tested.The work of this paper mainly includes three aspects as follows:1. Taking thetheoretical research at home and abroad as references, this paper establishes theinfluencing factor model of customer loyalty for QGWITS and a hypothesis is putforward;2. Based on the data collected from questionnaire, the model is analyzed andtested by using SPSS17.0and AMOS7.0, then this paper draws a conclusion.3. This paperproposes specific strategies to improve the current situation which are not only useful forQGWITS,but also helpful for other travel services to change marketing ideas,betterservice quality and improve competitive ability.Through the above research work,the main conclusions are as follows:1. Travelservice customer loyalty is affected by a variety of factors. The main factors are customersatisfaction, customer value, staff loyalty, travel service image and replacer’s attraction.These factors have direct or indirect effects on customer loyalty. Staff loyalty is the mostimportant factor,followed by customer satisfaction.2. These factors also affect betweeneach other.

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