Abstract
Today, customer experience (CX) is an important topic that many researchers and business managers are interested in.CX plays a role in determining post-consumer behavior through customer satisfaction with products and services. The positive experience of the service will make the image of busi-ness grow, thusimpacting on customer loyalty. Also, it will make customers trust, availability of communica-tion products, services and brands go further and reused at a later time.The objective of the study is to determine the impact of CX on loyalty in hotels in Vietnam.The article is based on the inheritance of secondary data, the study of a number of specialists, administrators. Data of the study were collected from 420 customers who have been using the service in the 4 and 5 star hotel segment. Cronbach’s Alpha test methods, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), lin-ear structure analysis (SEM) were used in this study.The research results show three factors that affect cus-tomer satisfaction, of which the service environment is the strongest, then the service provider and finally the product and service.Satisfaction also acts in the same direction and is really meaningful to the cus-tomer's loyalty.