Many researchers have pointed out that providing good service can achieve customer satisfaction. Therefore, customer satisfaction does not totally convert into purchases loyalty. Companies cannot transfer satisfied customers to the loyal customers to maintain the competitive advantage. Base on single case to explore a well-known company in domestic leisure industry, and underside what’s the key factors of success to create loyal customers. In the case, we found out that services are intangible, so the emotional is a key factor when the company wants to establish long-term loyal customers in leisure industry. The case also provides some strategies about establish personal emotional connection and company emotional connection. The author illustrates how a service firm can maintain competitive advantage by these two emotional options.