<![CDATA[The rapid growth of online shop businesses has intensified competition in attracting and retaining customers. In this situation, service quality has become an important factor influencing customer loyalty. Previous studies have demonstrated a close relationship between service quality and customer loyalty; however, the findings are scattered across various digital business sectors, creating the need for a more comprehensive review in the context of online shops. This study aims to analyze the effect of service quality on customer loyalty in online shop businesses and identify the dimensions of service quality that play the most significant role in fostering customer loyalty. The study employed a Systematic Literature Review (SLR) method using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. The literature search identified 120 articles, which were subsequently processed through identification, screening, eligibility, and inclusion stages, resulting in 24 articles that met the established criteria for analysis. The results indicate that service quality has a positive and significant effect on customer loyalty in online shop businesses. Customers are more likely to make repeat purchases, provide recommendations, and maintain long-term relationships with companies when they receive high-quality service. The discussion reveals that responsiveness, security and trust, ease of system use, website quality, and service personalization are the most influential dimensions of service quality in shaping customer loyalty. Therefore, improving service quality can serve as a key strategy for online shops to retain customers and achieve sustainable competitive advantage.]]>
