Systematic Literature Review Model Customer Satisfaction in the Service Industry in Balikpapan City

Customer satisfaction has become a major focus in the development of modern services as the role of the service sector in the regional economy increases, including in the city of Balikpapan. However, the literature discussing customer satisfaction models shows conceptual and methodological fragmentation, requiring a systematic synthesis to identify theoretical patterns and current research developments. This study aims to map customer satisfaction models in the service industry through a Systematic Literature Review (SLR) approach using the PRISMA guidelines. A total of 20 articles selected from the last five years were analyzed to identify dominant constructs, methodological approaches, and relevant research trends. The review results show that customer satisfaction models have evolved from traditional service quality-based approaches to models that integrate customer experience, perceived value, trust, and digital dimensions such as personalization and AI-based services. The findings also emphasize the importance of local context, especially in the service sector in Balikpapan, where cultural factors, customer behavior, and the dynamics of city growth influence the structure of satisfaction models. Overall, this study provides a synthesis framework that can be used as a theoretical and practical foundation for designing service quality improvement strategies and developing a further research agenda in the service sector.