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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.

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.  

This study aims to examine the implementation of quality management at SMA Swasta Muhammadiyah 4 Babalan and its impact on improving the competence of students. The research method used is a qualitative method with data collection techniques in the form of observation, interviews, and documentation. Data analysis techniques used include data condensation, data presentation, and conclusion drawing and verification. The results showed three main findings. 1) In quality management planning, SMA Swasta Muhammadiyah 4 Babalan conducts customer identification by emphasizing the importance of leaders who understand the needs of internal and external customers for the success of educational programs. 2) The implementation of quality management focuses on customers through periodic meetings with teachers, staff, and parents to evaluate the program and hear feedback related to customer satisfaction. 3) The principal's total involvement in communication and cooperation with stakeholders, including teachers, staff and parents, has been proven to improve the quality of education and learners' competencies. Overall, the implementation of quality management at SMA Swasta Muhammadiyah 4 Babalan has succeeded in creating an educational atmosphere that supports the optimal development of learners' competencies.