Influencing Factors Research For Hotel Customer’s Loyalty

With the competition picking up and the customer contest cost rising in the consumer market, the developing and protecting loyal customer has become the important strategy to win the market. The research on customer loyalty has become more and more popular in academic andpractical. Many studies have found that service quality; customer satisfaction will increase customer loyalty, this paper on the basis of previous research, established a model on service quality, customer satisfaction, switching costs and customer loyalty, and tested these factors impact on customer loyalty.The research object of this essay is the consumers of ZhuHai hotel industry. The method of information collection is questionnaire survey; initially, the survey scale of this paper is basing on the existing researches and literatures done by the scholars and enterprisers. The formal scale has been through-preceding test, factor analysis, principle component analysis and other statistical analysis methodologies; those procedures has made the whole scales accordance with the requirement of reliability and validity assessment. And then the paper used the formal scale to extensively collect the sample data; to show the connection service quality、customer satisfaction、switching cost and customer loyalty in hotel industry.The research shows that there is a positive relation between the service quality、 customer satisfaction and customer loyalty; The satisfaction is a mediater between service quality and customer loyalty; The switching cost is a moderater between customer satisfaction and customer loyalty.Based on the finding, this paper made some suggestions to the hotel industries’ enterprisers. This paper is trying to using the findings and the research result to giving some use for references in hotel industry; and providing some useful reference for the further similar research.