Analisis Determinan Customer Loyalty melalui Service Quality, Customer Satisfaction, Brand Trust: Systematic Literature Review
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Abstract
This study aims to develop a comprehensive literature synthesis on the mechanisms underlying customer loyalty formation by considering the determinants of service quality, customer satisfaction, and brand trust. Amid the rapid development of the digital economy and market saturation in the e-commerce and service sectors, understanding the relationships among these variables is essential for maintaining customer retention. The method used is a Systematic Literature Review (SLR), analyzing reputable national and international scientific articles published between 2018 and 2026. The literature search strategy focused on academic databases such as Google Scholar, Garuda, Scopus, and ScienceDirect. The results consistently indicate that good service quality is a key factor in generating customer satisfaction. Repeated positive experiences of satisfaction among consumers have been shown to significantly increase brand trust. Ultimately, the synergy among these three variables has a positive impact on the formation of strong and sustainable customer loyalty. These findings provide strategic implications for businesses in developing customer retention management strategies that emphasize service personalization and data protection amid global market instability.
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