Hospitality is a key component of the tourism industry, especially in countries like Croatia, which is known for its coastline and rich tourist offer. Loyalty and satisfaction of guests are important indicators of the overall operation of the hospitality facility. Therefore, the key influencing factors must be identified. When the service provided does not meet the expectations of consumers, they will most likely not return to that restaurant, but will find another one, so consumer satisfaction changes dynamically depending on the consumer behavior, wishes, needs and demands. Relationship marketing and loyalty are key and positively related components of success in the hospitality industry. Given today's high level of competition and the need of differentiating the service offerings, restaurateurs rely on building long-term relationships with clients to drive new business, increase customer satisfaction, and generate positive word of mouth to family, friends, and acquaintances. Hospitality is associated with loyalty, as well as the great influence of a quality offer, employee interaction and a personalized way of approaching the guest.