Direct Selling (OS) is the sale of a consumer product or service, person-to-person. It is important for the OS industry to satisfy customer demand and to approach customer loyalty. Thus, the urgent matters of the moment are to meet every need of customer, to supply personalized service fully and to promote the potential market. This study using the statistical methods of factor analysis, Pearson correlation and one way ANOVA analysis to measure the differences between personalized service and customer loyalty and to find the affecting factors on customer loyalty. The empirical study finds that there is significant difference between customer satisfaction and customer loyalty. Providing personalized service can enhance customer loyalty. There is positive relation between the characteristics of users' gender, personalized service and customer loyalty.