Customer Satisfaction: A Systematic Literature Review

Abstract

This review explores the critical role that customer satisfaction plays in business success by analyzing 26 scholarly articles published over the last ten years. Through a systematic approach, the study examines how satisfaction is measured, the factors that influence it, and how research methods have evolved over time. The findings show that both practical aspects like product quality, service delivery, and price; emotional or experiential factors such as empathy and ambiance, contribute to how customers perceive satisfaction. The reviewed studies utilized a range of data sources including surveys, interviews, online reviews, and business databases, reflecting the growing trend toward combining traditional and digital research methods. Statistical tools varied widely from basic descriptive methods to advanced modeling techniques such as structural equation modeling and sentiment analysis. The literature also reveals that customer satisfaction is a universal concern across industries and regions, although influenced by cultural and contextual differences. By identifying research gaps and highlighting current practices, this study provides guidance for future research and supports the continued development of effective, customer-focused business strategies.