The customer satisfaction and Loyalty of Atlantis Water World in Sanya

Based on CCSI model

Abstract

This study investigates customer satisfaction and loyalty at Atlantis Water World in Sanya using the Chinese Customer Satisfaction Index (CCSI) model. The main objective is to explore the factors influencing consumer satisfaction and provide actionable insights for enhancing customer experience in water parks. Through a comprehensive literature review and theoretical model construction, a customer satisfaction questionnaire tailored to the characteristics of Atlantis Water World was developed and distributed online to individuals aged 18 and above who had visited the park. Data collected from the valid responses were analyzed using statistical tools, including reliability and validity testing, exploratory and confirmatory factor analyses, and structural equation modeling (SEM). The empirical results support all eleven proposed hypotheses, confirming that overall image, expected quality, perceived quality, and perceived value significantly influence customer satisfaction, which in turn positively impacts customer loyalty. Based on these findings, several recommendations are proposed: enhancing themed immersion through training and cultural elements, innovating recreational facilities to improve interactivity, strengthening emotional connections through performance interaction, and building brand awareness via themed designs and experience-based marketing. These measures aim to drive customer satisfaction and long-term loyalty, offering strategic guidance for Atlantis Water World and similar amusement parks.