<![CDATA[This study presents a comprehensive systematic literature review examining service innovation as a mediating variable in the relationship between market orientation, digital transformation capability, and customer satisfaction in digital startups for the period 2021-2025. The analysis employs a systematic literature review (SLR) methodology to identify research trends, theoretical frameworks, and empirical evidence. Findings indicate that service innovation serves as a critical mediator connecting market orientation strategies with digital transformation outcomes, ultimately enhancing customer satisfaction in startup contexts. Under-explored areas include the dynamic mechanisms of service innovation adaptation, the role of organizational culture, and longitudinal impacts on customer loyalty. This study proposes a future research agenda focused on mixed-methods approaches, cross-sectional analyses, and the integration of emerging technologies in service innovation frameworks.]]>
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