| The successful declaration and approach of the 2022 Beijing Winter Olympic Games have led to the rapid development of the ice and snow sports industry in China.Companies running the business in the skiing industry faced not only enormous opportunities but also fierce market competition.Therefore,how to stand out from the competition has become the focus of the development of ski businesses.On the basis of the above background,this research study reviews relevant literature on perceived value from home and abroad,puts forward research hypotheses,and runs through a few rounds of tests based on the theory of customer perceived value,customer satisfaction,and customer loyalty.Data was collected through questionnaires,and the reliability and validity of data were tested.Then the structural equation model was establish-ed to verify the research hypothesis and draw conclusions.The conclusions are mainly divided into three aspects.First,in the perceived value of skiing consumers,the value of facility function and service quality has a significant positive impact on their satisfaction;Meanwhile,the value of monetary cost shows a noticeable negative impact on customer satisfaction,and the value of social affection and convenience cost exert a positive influence on customer satisfaction.Second,the perceived value does not entirely affect the loyalty of skiing consumers.Facility function value and service quality value have a moderate positive impact on full loyalty.In contrast,social emotional value,monetary cost value,and convenience cost value do not exert a significant effect on loyalty.Third,perceived value indirectly affects skiing consumers' loyalty through satisfaction,which is the complete intermediary of perceived value and loyalty.This study introduces the chain of "perceived value satisfaction loyalty" into the skiing industry,which not only adds knowledge in the given field but also provides guidance and support for ski businesses in China. |
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