The Determinative factors of Customer Loyalty for Service Firms Based on SEM

The determinants factors of customer loyalty for service firms are service quality, customer satisfaction, customer value, customer trust and enterprise image. Based on this, the structural equation model of customer loyalty and the research hypothesis were put forward. Therefore, by the empirical study of hotel, the hypothesis was tested. The results show that the direct effects service quality and customer value are not significant to attitude loyalty and behavior loyalty. The direct effects of customer satisfaction is biggest; And the enterprise image, customer trust also had significant direct effect to customer loyalty.