Customer satisfaction and customer loyalty can be directly effective to the hotel industry because if the customers are more loyal. Then, the hotel industry will increase of the high benefits. Some hotels are prepared process in order to attract of the customers or guests and make the guests return to stay in the hotel again. In this research is bringing of the concepts and the processes that will be increasing brand loyalty in the hospitality industry, and the customer satisfaction will be included with a service quality that can provide to the guests and make the guest feel loyalty with the hospitality services.
Customer satisfaction has indicated about the performance of the hotel businesses. In some journal had put the meaning of customer satisfaction is “If consumers are satisfied with a product or brand, they will be more likely to continue to purchase and use it and to tell others of their favorable experience with it. If they are dissatisfied, they will be more likely to switch brands and complain to manufacturers, retailers, and other consumers about the product (Peter and Olson, 1987, p. 512)”. On the other hand, refer to “a customer’s behavior on repleat purchase, indicating a preference for a brand or a service over time (Bowen and Shoemaker, 1998)”. Attitudinal dimensions, on the other hand, refer to “a customer's intention to repurchase and recommend, which are good indicators of a loyal customer (Getty and Thompson, 1994).”