Increasing competition within market and rising knowledge of hotels' customers upon services and selective options have made managers faced to big challenges called unsatisfied customers without loyalty. Hotels are also encountered to this issue that why some of customers are not satisfied with hotel and they won't stay loyal in spite of having satisfaction with service orientation and facilities of hotels. Therefore, this study has been carried out with the aim of examining the impact of service orientation upon customer's loyalty and explaining mediating role of services' quality perception in hotel industry. Population of study consists of all of customers for Kerman's Pars hotel and sample size of 384 subjects was obtained through Cochran's formula for infinite population by using simple random sampling way. Data gathering tool was a standard questionnaire, whose validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. In order to analyze data, confirmatory factor analysis and structural equations model were applied. Results from this research indicated positive impact of service orientation on services quality and customer's loyalty and also positive impact of services quality perception on customer's loyalty in Kerman Pars hotel. In addition, Results showed that services quality play a role as a mediating variables within the relationship between service orientation and customers' loyalty.