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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.

School-Owned Enterprises (BUMES) and the public relations division of the madrasah play a strategic role in supporting institutional development through systematic and sustainable program planning and implementation. BUMES functions not only as the school’s entrepreneurship unit but also as a bridge for collaboration with external institutions, including universities, government agencies, and international partners. During specific periods, particularly toward the end of the academic year, the intensity of cooperation increases, marked by the execution of several strategic programs. In addition to routine activities such as internships at BBDB, BUMES and the public relations division also initiate innovative programs, including a student exchange program to Thailand. This initiative aims to expand global networking, strengthen student competitiveness, and provide cross-cultural learning experiences. All programs are designed through organized planning processes from the beginning of the semester, taking into account relevance, sustainability, and implementation efficiency. This ensures that each activity aligns with the vision and needs of the madrasah while maximizing benefits for students and the institution. The implementation of these programs demonstrates that the synergy between BUMES and the public relations division significantly enhances educational service quality, strengthens institutional image, and supports comprehensive improvement in school performance.

Service excellence has become a strategic issue in modern educational management because it is directly related to service quality, customer satisfaction, and the image of educational institutions. In the context of global competition and demands for public transparency, educational institutions are required to provide services that are effective, efficient, and oriented to the needs of students and the community. This study aims to systematically examine how the concept of service excellence is implemented in educational institutions and its impact on customer satisfaction. The method used was a systematic literature review, searching articles in national databases such as Google Scholar, Garuda, and campus journal portals using the keywords "service excellence," "service excellence," "education," and "customer satisfaction." Of the 20 articles found, seven met the analysis criteria. The results of the study revealed three main themes: improving the professionalism of educational staff, implementing the TQM concept in service, and strengthening a customer-oriented service culture. This literature synthesis concluded that service excellence significantly increases customer satisfaction and loyalty in educational institutions. Future research should focus on an integrative model of digital-based service excellence in educational institutions.  

Quality culture in educational institutions has become a strategic issue to improve learning service quality and school accountability. However, its implementation still faces challenges such as limited human resources, resistance to change, and weak sustainable quality management strategies. This study aims to answer the question: how are the implementation strategies and supporting factors in strengthening quality culture within educational institutions based on previous research findings? This study employs a Literature Review (LR) method by collecting scientific articles from Google Scholar and Publish or Perish (PoP) using the keyword “budaya mutu” (quality culture) with a publication range from 2020 to 2025. From a total of 30 identified articles, a screening and eligibility process was conducted, resulting in 5 main articles analyzed thematically. The synthesis reveals three key themes: (1) the role of leadership and Total Quality Management (TQM) in reinforcing quality culture, (2) the application of the PPEPP/MBBS cycle for sustainable educational quality, and (3) supporting factors and challenges in developing a culture of quality. In conclusion, strengthening quality culture requires effective leadership, systematic management strategies, and cross-sector collaboration; future research is encouraged to develop field-based intervention models to test the effectiveness of quality culture strategies.

Quality control is a crucial aspect in various fields, such as education, the food industry, and manufacturing, as it functions to maintain the consistency of service or product quality. Inaccuracy in managing quality can cause financial losses, damage an institution's reputation, and reduce stakeholder trust. Based on this urgency, this study reviews recent literature to answer the main question of how quality control strategies can be effectively applied in diverse organizations. The review was conducted through a qualitative literature review approach by exploring scientific publications via Google Scholar and the Publish or Perish (PoP) application. Article selection was based on the relevance of keywords related to quality control and was limited to publications from 2020–2025. Out of 24 articles found, filtering was done until 5 of the most relevant articles remained for in-depth analysis. The analysis reveals three main findings. In higher education, a strong internal quality system and a sustainable quality culture are needed. The food industry emphasizes the standardization of raw materials and optimization of production processes. Meanwhile, the manufacturing sector makes extensive use of statistical techniques and tiered inspections. Overall, the effectiveness of quality control requires a combination of technical, managerial, and organizational culture aspects. Future research is recommended to explore the integration of digital technology and sustainability principles in quality control practices.