In the hotel sector, the strong competition characterising contemporary’s commerce environment has appeared to creating of powerful organization and customer relationship (Ndubisi 2007). Relationship marketing has appeared in the several years ago as an exciting filed of marketing that address in building retention customer and long-term relationship with customer (Caceres and Paparoidamis 2007). In the competitive online hotel reservation marketplace, electronic customer loyalty has been a long attention as a critical issue. For any firms, an increasing numeral of loyal customer will lead to lower performing costs and loyal customers support referrals (Sindell 2000). Base on those situation, Loyalty customer make repeat buying and increase profitability to the firm. The organization must maintain them to certify profitable repeat business, not only need to engage new customers Anderson and Srinivasan (2003). Therefore, appreciating why customer become loyal is an important factor. Several studies concerned only the relationship between satisfaction and loyalty (Behjati et al. 2012; Chang et al. 2009; Cristobal et al. 2007; Anderson and Srinivasan 2003). However, this research add more two factors to investigate marketing relationship on customer loyalty, include satisfaction, trust and commitment. Numerous researchers also support that the important rules upon which relationship marketing is based are those determinant (Payne et al. 1998; Little and Marandi 2003; Caceres and Paparoidamis 2007). Satisfy customer is an essential first step in creating customer allegiance, however that is only a beginning. Trust and commitment are next two steps to achieve customer loyalty, because of greatly competitive markets. Many suppliers are driving same clients with similar propose, and numerous clients are playing the branch and attempting satisfaction from other supplier on different opportunity (Little and Marandi 2003). Furthermore, there is fundamental approach concerning the concept of customer loyalty as understanding customer behaviour. Shares of purchase and purchasing frequency are measure of behaviour which behavioural approach defines the loyalty of customer (Kahn et al. 1986).