The research aims to: (1) influence of service quality on customers satisfaction; (2) influence of service quality on corporate image; (3) influence of service quality on customers loyalty; (4) influence of customers satisfaction on corporate image; (5) influence of customers satisfaction on customers loyalty; (6) influence of corporate image on customers satisfaction. The research method used is explanatory research with quantitative approach. The total sample is 112 customers that stay in Pelangi Hotel Malang at least two times. The sampling technique used is accidental sampling and data collection method using questionnaire. Data analysis using descriptive analysis, and path analysis. The result of path analysis shows that: (1) service quality has significant influence on customers satisfaction; (2) service quality has significant influence on corporate image; (3) influence of service quality has not significant influence on customers loyalty; (4) customers satisfaction has significant influence on corporate image; (5) customers satisfaction has significant influence on customers loyalty; (6) corporate image has significant influence on customers satisfaction