A Research Of Customer Loyalty’s Influence Factors Based On Beidahu Ski Resort

As the growing of ski lover，the researches about ski area are growing. Beiduhu SkiResort as a company focuses on the method of increasing loyalty consumers.This article trysto answer this question.This article starts from the concept and features of customer loyalty.Reviewing andanalyzing the related study at home and abroady, this study integrates a variety of models andtheories of customer loyalty. This research constructs customer loyalty model and proposesthe hypothesis, considering the comprehensive effect of satisfaction, service quality, customertrust. This research mainly used questionnaire survey.First, the initial questionnaire wasdesigned by the reference to maturity scales of previous studies and combination ofsking.Then, it was modified a formal questionnaire was formed to carry out a survey andcollect data. At the stage of data analysis, there was descriptive statistics on the overallsituation of the questionnaire.Then, reliability and validity of the questionnaire weretested.Last, structural equation modeling was applied to analyze the relationship between thevariables and verify the hypothesis made in the conceptual model as conclusions.There are conclusions as following：Customer satisfaction has a positive and relativelystronger effect on customer attitude loyalty of ski company；Customer trust has a positive andmoderate effect on customer attitude loyalty of ski Company; Reliability, empathy andassurance of service quality have a positive and reliavely weak effect on customer attitudeloyalty of ski company；Responsiveness and tangible of service quality have a positive andlittle effect on customer attitude loyalty of ski company；Customer trust and customersatisfaction have a positive and moderate effect on customer behavior loyalty of ski company;tangible，Responsiveness,assurance, empathy and eliability of service quality have a positiveand little effect on customer behavior loyalty under the ski model of ski company．As the first case study in this area, it is blieved that this article will enrich the studies inthis area and be useful to the development of ski Company.