There has been a lack of extensive research on the effects of cultural sensitivity (CLS), consumer ethnocentrism (CET), and perceived value (PV) on customer loyalty (CL) within the hospitality industry. Therefore, this study employs the social exchange theory to investigate the influence of CLS, CET, and PV on CL. The study also seeks to examine the mediating impact of the dimensions of service quality (SQ). Data collection for the current study was conducted via a physical survey. The sample was collected using convenience sampling and included customers from the Jordanian hospitality sector. Data analysis was conducted using CFA and SEM techniques. The AMOS software was used to test the hypotheses. CLS, CET, and PV have had a notable influence on CL within the hospitality industry. Significant mediators in SQ (assurance and empathy), both of which operate in two dimensions. The results of this study contribute to the current body of knowledge in the field of hospitality. The study's findings underscore the importance of providing cross-cultural training to hospitality employees in order to improve their CLS. In addition, the CET poses a substantial issue for international hospitality chains. The study has significant implications for the hospitality sector in terms of enhancing customer loyalty.