This study aims to give a contribution to the literature in terms of; first, providing a development in the empirical research model of the relationship between service quality (SERVQUAL) on cuslomer salisfaction; second, providing empirical evidences on the relation of trust on customer satisfaction; third, the importance of customer satisfaction in mediating the relationship of service quality (SERVQUAL) on customer loyalty. This study took its unit of analysis on cusfomers who have once used fhe servlces of hotels in Surakafta, lndonesia. Sampling technique of this study employed purposive sampling. The data analysis in the empirical model testing used Structural Equation Modeling (SEM) approach with AMOS program. The result of testing for hypothesis one (H1) found that SERVQUAL affects positively on customer sallsfacflon. The testing result for hypothesis two (H2) revealed that Trust positively affects customer loyalty. Similafly, the testing for hypothesis three (H3) also showed the positive effect of customer satisfaction on customer loyalty.