The Relationship between Customer Satisfaction and Loyalty: A Systematic Literature Review

Budi Utami (Faculty of Economics and Business, Universitas Islam Majapahit, East Java, Indonesia)
M. Syamsul Hidayat (Faculty of Economics and Business, Universitas Islam Majapahit, East Java, Indonesia)
Eny Setyariningsih (Faculty of Economics and Business, Universitas Islam Majapahit, East Java, Indonesia)

International Journal of Social Service and Research
Vol. 3 No. 1 (2023): International Journal of Social Service and Research (IJSSR)

Customer behavior in making decisions to purchase goods or services is always dynamic. The satisfaction obtained by customers ultimately leads to loyalty to the product or service. There are several studies and discussions that still have different results regarding the relationship between customer satisfaction and customer loyalty. Therefore, the goal This article aims to provide a clearer understanding of the relationship between satisfaction and customer loyalty by conducting a systematic literature review of 200 Scopus indexed publications. From these 200 articles, we selected a minimum of 95 citations. Then we further selected 23 relevant publication articles. from 2011 to 2022.The results of the analysis identify in general that customer satisfaction has a relationship and influence on customer loyalty.