<![CDATA[The tourism industry in Batam City plays a crucial role in fostering the local economic growth, specifically through the hospitality sector, with four-star hotels being a key accommodation choice for travelers. The increasing competition requires hotels to grasp the elements that influence customer satisfaction and loyalty, which are critical issues for sustaining business operations. This study aims to examine how service quality, facilities, and pricing impact the satisfaction and loyalty of customers at four-star hotels in Batam City. A quantitative approach was employed, utilizing a survey method, where data was gathered via an online questionnaire from 150 respondents who have stayed at four-star hotels in Batam City. Data analysis was carried out using the Partial Least Square (PLS) method, supported by SmartPLS 4 software. The findings indicate that both service quality and facilities have a positive and significant effect on customer satisfaction, while service quality, facilities, and customer satisfaction positively and significantly influence customer loyalty. In contrast, pricing does not have a significant effect on either customer satisfaction or loyalty. The conclusion of this study highlights that enhancing service quality and facilities is a key factor in fostering customer satisfaction and loyalty at four-star hotels in Batam City.]]>
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