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Customer satisfaction is a central issue in marketing management, as it plays a crucial role in determining customer loyalty amid increasingly intense business competition. A comprehensive understanding of the factors influencing customer satisfaction is essential not only for academics in strengthening marketing theory but also for practitioners in designing effective service and product strategies. This article aims to address two research questions: (1) what are the dominant factors influencing customer satisfaction, and (2) how does customer satisfaction relate to customer loyalty? The study employed a qualitative literature review method. The data consisted of scientific articles published between 2020 and 2025, accessed through Google Scholar and Publish or Perish (PoP) using the keyword “customer satisfaction.” From an initial selection of 30 articles, 27 were identified as relevant, and 5 core articles were further analyzed. The findings reveal three main themes: product and service quality as the dominant determinants of customer satisfaction; price, brand image, and promotion as supporting factors; and customer trust as an important mediating variable in building loyalty. This study concludes that customer satisfaction serves as a strategic link between service quality and customer loyalty. Future research is encouraged to explore the roles of digitalization, customer experience, and sustainability in shaping long-term customer satisfaction.

Customer satisfaction and loyalty are central issues in marketing management, as both play crucial roles in ensuring business sustainability amid increasing competition. Satisfied customers tend to make repeat purchases, provide positive recommendations, and build long-term relationships with the company. Therefore, understanding the factors that influence customer satisfaction and loyalty has become an important agenda for both academics and practitioners. This study aims to address two main questions: (1) What factors influence customer satisfaction? and (2) How does satisfaction contribute to the formation of customer loyalty? The method used is a literature review, selecting articles from various online databases such as ResearchGate, Academia, and open-access journals using the keywords customer satisfaction and customer loyalty. Of the 45 identified articles, 20 were selected for in-depth analysis. The review results reveal three main trends: first, service and product quality are the most consistent determinants of satisfaction; second, price, promotion, and brand image play significant roles; and third, customer trust is an essential variable that strengthens the satisfaction–loyalty relationship. Overall, satisfaction functions as the main mediating variable in the formation of customer loyalty.

Islamic boarding schools, as traditional Islamic educational institutions, have an important role in forming the character, morals and faith of the younger generation in Indonesia. In facing the demands of increasingly modern times, marketing management has become an integral part of the sustainability and development of Islamic boarding schools. This article discusses the importance of marketing management in the context of Islamic boarding schools, as well as the changes and challenges faced in finding a balance between tradition and modernity. Islamic boarding school marketing management involves identifying the target audience, developing an image and brand, utilizing technology, and measuring and evaluating results. Islamic boarding schools must understand who their potential students are, build a positive image, utilize technology, and measure the effectiveness of marketing efforts. The main challenge is to maintain traditional values ​​while opening up to elements of modernity. This can be achieved with technology integration, a unified approach, and partnerships with the business world. Proper marketing management allows Islamic boarding schools to remain relevant in educating the younger generation who are religiously and morally strong while remaining competitive in an increasingly modern world.Thus, marketing management in Islamic boarding schools is key to maintaining and enhancing their role in society, helping them move from tradition to modernity with success.  

The objectives of this study are: 1) To find out the planning of students in improving the culture of discipline at Mukhtar Syafa'at Blokagung Banyuwangi Middle School. 2) To find out the coaching of students in improving the culture of discipline at Mukhtar Syafa'at Blokagung Banyuwangi Middle School. 3) To find out the inhibiting and supporting factors for student management in improving the culture of discipline at Mukhtar Syafa'at Blokagung Banyuwangi Middle School. This study uses a qualitative research approach with a descriptive qualitative research type. used to collect data in this study is through observation, interviews, and documentation. Determination of informants in this study using purposive. The data analysis used is Miles and Huberman's interactive analysis which includes data collection, data presentation, and conclusion and verification. To test the validity of the data using source triangulation. The results in this study are student management in improving the culture of discipline at Mukhtar Syafa'at Superior Middle School through planning, coaching and evaluation. While the focus of the discipline culture here is learning discipline, time discipline, worship discipline and attitude discipline.