Abstract
This research takes Chinese tourists as the research object, and explores the relationship between quality of service, personal factors, satisfaction, and loyalty from the perspective of Chinese mobile simple payment service. This article uses factor analysis, confidence analysis, multiple regression analysis and other methods to collect data from 285 Chinese tourists. The analysis results show that both the quality of service and the personal factors all have a positive effect on the customer satisfaction and loyalty. Based on the above results, we understand Chinese tourists awareness of Chinese mobile simple payment service, and point out the direction to improve Chinese tourists’ satisfaction and loyalty in the future. At the same time, it provides a theoretical basis for improving the satisfaction and loyalty of Chinese tourists and establishing a better Chinese mobile simple payment service marketing strategy.
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