The hotel business is rapidly developing due to growing demand for such services as well as the growing opportunities for travel. As a result, hotels face demanding customers, since the requirements for quality grow with an increased use of hotels’ services, in order to increase the competitive ability of a hotel, the issue of customer loyalty is also important. The aim of this article is to assess the impact of the quality of hotel services on the loyalty of customers. In the article the original created methodology SERQUALOYL is presented, where two methodologies were adapted: SERQUAL methodology used in the research of service quality, and the methodology for the determination of customer’s loyalty level stage, applied in loyalty research. The results of research have revealed that the conformity of expected quality with the quality experienced has a significant influence on the customer’s loyalty. The hotels, in order to increase the competitive ability and to obtain a higher number of loyal customers, should firstly make the expectations of customers coincide with the offered service quality.

Thanks to constantly improving software packages, apps, and technologies themselves, creating and improving websites has become much easier. Excess or lack of information, inappropriate layout of website management, inefficiency of additional functions, excess of visual material - these are the problems faced by website users. These problems are usually not of a technological nature, so the change in technology will not determine what the user wants and what problems he faces. However, studies have ignored the fact that the type of business can affect decision outcomes (i.e., website evaluation) may also influence the perceived satisfaction and trust. This article examines consumer satisfaction and trust with services provided by the C2C websites. This study first proposes an analytical model that contains website quality indicators of consumer satisfaction and trust. Theoretical contributions and managerial implications are generated on the basis of the findings and analysis. The results showed a positive effect of website quality on consumer trust and satisfaction, which was partially mediated through consumer trust. Moreover, consumer trust had a positive association with all website quality indicators and satisfaction. The C2C website business should understand the consumer’s website quality expectations with respect to online shopping, to attract new consumers and to retain their existing consumers.

This study was commenced to understand the effect of consumer satisfaction and website quality on loyalty in the Consumer to Consumer (C2C) E-Commerce business. This study used a survey method with the questionnaire as an instrument to gather the data required. As many as 400 respondents participated in this study, whereas all data was collected from those living in Lithuania and have used this website before. All data was then further processed and analysed using SPSS software. Descriptive statistics and regression analyses was used to determine website quality and satisfaction impact for consumer loyalty. After analysing all the gathered data, it can be concluded that website quality, and satisfaction positively affect customer loyalty in the C2C e-commerce business.