<![CDATA[This study examines the effect of service quality on customer satisfaction and customer loyalty in mixed hospitality services in North Sumatra, Indonesia. The study focuses on customer evaluations of hospitality providers, including accommodation, restaurant and cafe, travel, and tourism-related services. A quantitative design was used, and primary data were collected from 100 respondents who had used hospitality services in North Sumatra within the previous six months. The instrument was measured using a five-point Likert scale and adapted from the SERVQUAL dimensions, customer satisfaction indicators, and customer loyalty indicators. Data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, correlation analysis, regression analysis, and mediation analysis with Hayes' PROCESS macro Model 4 using 5,000 bootstrap resamples. The results show that service quality has a positive and significant effect on customer satisfaction (B = 0.721, p < 0.001). Service quality also has a positive and significant direct effect on customer loyalty (B = 0.305, p = 0.001), while customer satisfaction has a positive and significant effect on customer loyalty (B = 0.581, p < 0.001). Mediation testing confirms that customer satisfaction partially mediates the relationship between service quality and customer loyalty, with an indirect effect of 0.419 and a 95% bootstrap confidence interval that does not include zero. These findings demonstrate that hospitality providers in North Sumatra can strengthen customer loyalty by improving reliable, responsive, empathetic, assured, and tangible service experiences.]]>
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