<![CDATA[This study examines retail service innovation and its impact on consumer satisfaction in the era of digital transformation. Using a literature review method based on recent studies published between 2021 and 2025, the findings reveal that service innovation—including service digitalization, omnichannel strategies, and enhanced electronic service quality significantly influences consumer satisfaction and loyalty. The results indicate that a positive digital customer experience improves perceived service value and strengthens long-term consumer–retailer relationships. However, the implementation of innovation faces several challenges, such as data security issues, technological gaps, and infrastructural limitations. This study highlights the importance of well-managed service innovation strategies to sustainably improve consumer satisfaction. Abstrak Penelitian ini membahas inovasi layanan ritel dan dampaknya terhadap kepuasan konsumen di era transformasi digital. Melalui metode literature review terhadap jurnal-jurnal terbaru periode 2021–2025, penelitian ini mengidentifikasi bahwa inovasi layanan meliputi digitalisasi layanan, strategi omnichannel, dan peningkatan kualitas layanan elektronik berpengaruh signifikan terhadap kepuasan dan loyalitas konsumen. Temuan menunjukkan bahwa pengalaman pelanggan digital yang baik mampu meningkatkan nilai layanan dan memperkuat hubungan jangka panjang antara konsumen dan penyedia ritel. Namun, implementasi inovasi menghadapi sejumlah tantangan seperti keamanan data, keterbatasan infrastruktur, dan kesenjangan teknologi. Studi ini menegaskan pentingnya manajemen inovasi yang terencana untuk meningkatkan kepuasan konsumen secara berkelanjutan. Kata kunci: inovasi layanan, ritel digital, kepuasan konsumen]]>
