The purposes of this study and to develop the model to prove the structural relationship between service orientation and customer satisfaction, to find out the mediating variables between them, to survey and analyze their roles empirically, and to prove the probability of applying the strategic frame to all hotels in Korea. For these purposes. the author developed a structural model which consists of six variables. The data were collected from 7 hotels and analyzed with AMOS program. The findings can be summarized as follows : First, the higher customer expectation, the lower customer satisfaction. Second, the higher customer expectation, the higher customer perceived quality. Third, the higher customer perceived quality, the higher customer satisfaction. Fourth, the higher customer perceived quality, the higher customer perceived value. Sixth, the higher customer satisfaction, the lower customer complaint. Seventh, the higher customer satisfaction, the higher customer loyalty.