<![CDATA[This study aims to conduct a systematic literature review of empirical literature on the dynamics of service quality in building customer satisfaction and loyalty in the e-commerce sector in Indonesia, with particular emphasis on the SERVQUAL framework and its development in the digital context. This study is motivated by the paradoxical phenomenon of Indonesia’s e-commerce growth, in which the number of business players and transaction volumes continue to increase, while the growth in transaction value relative to neighboring countries has begun to slow down, raising questions about the factors that actually encourage customers to remain loyal to a particular platform. This study employs a systematic literature review approach following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework, with articles retrieved from Google Scholar, Garuda Kemdikbud, and Scopus databases covering the period from 2018 to 2025. The findings indicate that service quality consistently and significantly influences customer satisfaction across various e-commerce platforms, while customer satisfaction consistently functions as a mediating variable linking service quality to customer loyalty. Nevertheless, the most influential dimensions of service quality vary across platforms, with reliability tending to be the dominant dimension in e-servqual studies in general, while price and product quality play a more significant role in physical product marketplaces. These findings imply that e-commerce businesses need to implement contextual rather than generic service quality improvement strategies to strengthen customer retention sustainably.]]>
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