<p>This study aims to examine the validity and reliability of service quality dimensions and examine the direct and indirect influences of these dimensions on Z generation’s satisfaction and loyalty. The central part of this research is the analysis of the direct influence and the indirect influence of the service quality using the path analysis method. From the results, it is known that the Service Quality dimension is valid and reliable in explaining the quality of services, and there is a positive and significant direct influence from service quality to generation Z customers’ satisfaction and loyalty. Furthermore, the results indicate that the indirect influence is less significant than the direct influence.</p>