Study On Customer's Faithfulness Factor Of Influence For Tourist Scenery Area

With the acceleration of competition in consumption market and the rising of cost in contention for customer, it has already become a vital strategy for enterprise's success in market to build up and maintain a group of loyal customers. It should be an important guarantee for a long-term and directionally interactive relationship between enterprise and customer to constitute and implement the strategy of customer's loyalty management, offer customer comprehensive and diverse service, and carry out complete promise for customer. There For, how to establish and maintain customer's loyalty has become a focus concerned by enterprise and theorist of customer's relationship management.The theory of customer's loyalty is a preceding research domain of current international marketing. In the medium term of 1990s, the research in customer's loyalty become the other hot spot besides that in customer's satisfaction. It is universally believed that building up customer's loyalty is an effective approach for enterprise's advantages in competition. However, there still is inadequate research in the problem of customer's loyalty in traveling.Regarding tourist resort as a study object, this paper explores the establishment, development and management strategy of customer's loyalty there. Firstly, it analyzes and dissertate overseas relative theory on customer's loyalty from its connotation, classification and effect factors, reviewing overseas and domestic research in the model of customer's loyalty and satisfaction. Secondly ,by concluding the research fruits of the factors of influence on the degree of customer's faithfulness achieved by former researchers, it analyses the three aspects of customer's faithfulness ,behavior faithfulness, intention faithfulness and emotion faithfulness. Thirdly, with the object tourist resort of Yue Lu mountain and the investigation object of tourists there, it conducts research by the means of on-the-spot talk and poll, it puts forward an assumption of samples, then by applying the investigation statistics, it examines the faithfulness and T value of the poll and sample hypothesis. At last, from customer's orientation, customer's satisfaction, comprehensive quality management, value elevation and emotion marketing, it points out the way by which the management norm of customer's loyalty at tourist resort can be improved, also including the strategies of establishing, cultivating and managing customer's loyalty. The major point discussed in the article is aimed at tourist resort. Its research result can provide helpful and practical reference for the development and practical resort in future .The strategies of establishment, cultivation and management of customer's loyalty at tourist resort will still be enriched and improved more in the practice of customer's loyalty management.