Study on Customer Loyalty Based on Winning Back Lost Customers

Our purpose of this study is to examine the relationship among price promotion, calculated commitment and customer loyalty. The fieldwork was conducted in the hotel industry, in Sichuan, Yunnan and Zhejiang Province of China (N = 1074). Via SEM analysis, the authors attempt to explore the inherent mechanisms on the formation of customer loyalty and reveal the deep-seated reasons for companies´ dilemma caused by price promotion strategies. This study also provides useful suggestions for managers in charge of customer win-back management.