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<p><em>T</em><em>he purpose of this research is to analyze</em> <em>the</em> <em>a</em><em>ffect of market orientation and human resources competence to customer loyalty through customer satisfaction in Rumah Sakit Islam Malang. </em><em>The </em><em>analysis tool in this research </em><em>uses</em><em> partial least square (PLS). The result shows that</em><em> :</em><em> 1) market orientation has a significant impact towards customer</em><em> </em><em>loyalty, 2) human resource competency </em><em>does not </em><em>ha</em><em>ve</em><em> </em><em>a </em><em>significant impact towards customers loyalty</em><em>,</em><em> 3) market orientation has </em><em>a </em><em>significant impact towards customers satisfaction</em><em>, </em><em>4) human resource competency has a significant impact towards customer satisfaction</em><em>, </em><em>5) market orientation and human resource competency ha</em><em>ve</em><em> a significant impact toward</em><em>s</em><em> customers loyalty through customers satisfaction</em></p> <p><em> </em></p> <p><strong><em>Keywords: </em></strong><em>M</em><em>arket orientation, human resource competency, customer satisfaction, customer loyalty</em></p><p>�</p>