The Impact of Service Quality on Customer Consumption Sentiment and Customer Loyalty in Wanshougong Historical and Cultural District, Jiangxi Province, China
Abstract
The number of tourists visiting the Nanchang Wanshou Palace Historical and Cultural Block in Jiangxi Province, China in 2025 continues to increase, making the improvement of service quality the top priority for this scenic area.
This paper explores the relationship between the five dimensions of the SERVQUAL model for service quality and consumer emotions and customer loyalty to enhance the service quality of the scenic area. A random sampling survey method was used to collect 504 valid questionnaires, and SPSS was employed for reliability and validity analysis. By studying the relationship between the five dimensions of service quality and consumer emotions and customer loyalty, methods to improve the service quality of this scenic area can be identified, increasing tourist visits and helping the area understand specific dimensions for service quality enhancement.
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