Study on Customer Loyalty of Tourism Mobile E-commerce Platform—Taking Qunar as an Example

Abstract

With the high popularity of the Internet and the good development of tourism, tourism mobile e-commerce platform emerged. Taking Qunar as the research object, this paper constructs a customer loyalty model of Qunar based on domestic and foreign literature. Through the empirical analysis of the data by SPSS22.0, it is concluded that ease of operation, interactivity, information accuracy, service timeliness, page aesthetics, low price and privacy protection have a significant positive impact on customer satisfaction and customer loyalty, and customer satisfaction has a significant positive impact on customer loyalty. It is suggested that Qunar should simplify the complexity of the operation process, optimize the aesthetics of the page, increase the level of price concessions, and improve the protection of personal privacy and other recommendations.