Abstract Customer loyalty is increasingly prime factor determining the long-term financial performance in competitive markets and especially when facing a difficult economic situation, such as the global recession has become a major target for companies. The aim of this study is assess the impact of service quality on customer loyalty using model enhanced of Kitapci. This study in terms of purpose is applied and in term of the method is descriptive from type correlational; and in terms of data collection is considered field research. The results of the analysis of data using structural equation modeling indicate that all hypotheses have been confirmed but the impact of reliability on customer satisfaction has been rejected. Based on these findings it can be concluded that with increasing levels of service quality can be increased customer loyalty
