<![CDATA[The aim of this study is to develop a comprehensive conceptual model of consumer loyalty towards the villa management company Bali Super Host in Bali. This study is an exploratory study conducted through a literature review. Analysis of the relevant literature yielded seven theoretical propositions that explain the relationship between digital service quality, relationship quality, consumer well-being, and consumer loyalty. The research findings indicate that consumer loyalty is influenced by digital service quality and relationship quality, both directly and via consumer well-being as a mediating variable. Digital service quality—as reflected in the quality of information, ease of system use, response speed, and problem-solving ability—is capable of enhancing the customer experience throughout the service process. Relationship quality—manifested through trust, satisfaction, and customer commitment to the company—also plays a role in fostering positive long-term relationships. Furthermore, consumer well-being—as reflected in feelings of comfort, happiness and satisfaction whilst using the service—serves as a key mechanism explaining how service quality and customer relationships shape consumer loyalty. This study integrates various variables—which have previously been studied separately—into a single conceptual model that explains the formation of consumer loyalty within the hospitality industry, specifically amongst villa management companies in Bali.]]>
