THE RELATIONSHIP
BETWEEN CUSTOMER SATISFACTION AND LOYALTY: A SYSTEMATIC LITERATURE REVIEW
Budi Utami*, M. Syamsul Hidayat, Eny Setyariningsih
Faculty of Economics and
Business, Universitas Islam Majapahit, East Java, Indonesia
Email: [email protected]*
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Article
Information |
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ABSTRACT |
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Received:
December 8, 2022 Revised:
December 25, 2022 Approved: January 15, 2023 Online: January 24, 2023 |
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Customer
behavior in making decisions to purchase goods or services is always dynamic.
The satisfaction obtained by customers ultimately leads to loyalty to the
product or service. There are several studies and discussions that still have
different results regarding the relationship between customer satisfaction
and customer loyalty. Therefore, the goal This article aims to provide a
clearer understanding of the relationship between satisfaction and customer
loyalty by conducting a systematic literature review of 200 Scopus indexed
publications. From these 200 articles, we selected a minimum of 95 citations.
Then we further selected 23 relevant publication articles. from 2011 to
2022.The results of the analysis identify in general that customer
satisfaction has a relationship and influence on customer loyalty. |
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Keywords |
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Customer Satisfaction; Customer Loyalty; Systematic Literature Review |
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INTRODUCTION
Many academics and
researchers have carried out systematic literature reviews. From the various
topics of the articles studied, the aim is to map articles in a journal or to
further clarify the relationship between antecedent variables and latent
variables.
Like Sánchez-Rebull,
(2018)
conducted a systematic literature review on customer satisfaction. A literature
review was conducted on 495 articles published in 41 journals from 1988 to 2016
(29 years). The discussion and study is based on an analysis of the 100 most
cited articles. The results show that the most popular antecedent variable of
customer loyalty is service quality which ultimately results in customer
satisfaction. This shows the importance of satisfaction in relation to customer
loyalty.
Hidayat
& Budi Utami, (2022)
conducted a bibliometric analysis using publish and perish and Vos Viewer has
conducted a study of scientific articles published in IJSTM journals from 2019
to 2021 (3 years) by grouping them based on article topic category, year,
origin of the author and data analysis used. The results show that there are
four clusters of articles, namely about the COVID-19 pandemic, activities,
companies and case studies.
Allen
et al., (2020) in
an empirical study on Railway customers in Milan Italy states that value added
service is the main service attribute that has a positive influence on customer
satisfaction with the overall service and, in turn, customer satisfaction has
an effect on loyalty.
Likewise with Raza,
(2020),
found that all dimensions of satisfaction were found to have a positive and
significant effect on customer satisfaction of banks in Pakistan while customer
satisfaction had a significant and positive effect on customer loyalty. Then, Pan (2012) found that the effect of customer satisfaction and trust on
loyalty is less significant when the product is purchased regularly and
relatively briefly.
From several
theories and empirical studies, it shows that there are still differences
related to the relationship and the influence of satisfaction on customer
loyalty.
METHODS
In
this study the methodology used includes:
A. Data
collection
1. Do
a search for articles related to innovation in 2011-2022
In
this method, the authors search for scientific articles related to innovation
in the Scopus and Emerald Data Bases, and Science Direct. Then a search for scientific articles is carried out through
Article Publications in the database in Scopus indexed journals Q1 and Q2 and
Q3 from 2011 to 2022.
2. Data
200 articles
From
the search that was carried out limited to Scopus Q1 and Q2 indexed journals,
we found 200 consisting of articles, book chapters and seminar papers
(proceedings) with 15,008 citations (citations). we found 198 articles with
14,654 citations (citations). we limited the analysis of referenced documents
to articles with a minimum of 90 citations (citations) which in our opinion
showed very high quality articles and there were sufficient number of articles
that were selected for processing in further review and discussion.
In
collecting data, the process of identifying articles and selecting the
assessment (screening) is also carried out. The process can be explained as
follows:
a) Article Identification
There are several steps that are carried out in
identifying articles, namely randomly and systematically. In a random search,
articles were explored through published and Perish, Scopus, Elsevier, Emerald
and SAGE databases which are widely known academically because we wanted to
identify the most important keywords related to customer satisfaction with
customer loyalty. To identify relevant articles
in databases and journals, we carefully search articles through titles,
abstracts, body text, and keywords. After completing a systematic search, we
found 23 articles that were relevant and included in the discussion and review.
b) Selection Assessment (screening)
Next, we conducted an assessment to select articles,
through a four-step stage
where the final collection of articles can be extracted with the help of
Publish and Perish software and excel: (1) deletion of the same article, (2)
title and abstract filtering, (3) full text filtering, and (4) data extraction,
from the 38 articles that we selected, the authors found 38 articles. With the adoption of
the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses)
model from Page et al., (2021)The stages in data
collection can be presented in the following figure:
Figure 1. Screening Assesment
B. Data analysis
In
this study the analysis used is descriptive analysis, where from the results of
the review and review of the articles the author will group them into several
categories. From these categories, scientific articles are then examined and
analyzed descriptively.
RESULTS
Based on the results of data
analysis, the authors group articles based on categories, so that it is easy to
understand and explain research topics related to customer satisfaction and
loyalty.
A. Research type categories
In this category, it explains
the research methodology related to the type of research in the selected
articles. In Table 1 it is explained that the types of research are divided
into 2 (three), namely Qualitative, there is 1 article and Quantitative
research types, there are 9 articles. Where the percentage of quantitative
articles is 90%, while qualitative articles are 10%. It can be concluded that
researchers are more interested in quantitative research than qualitative
Table 1
Research category (n=10)
|
Types of research |
Writer |
Amount |
Percentage (%) |
|
Qualitative |
0 |
0 |
0 |
|
Quantitative |
Islam et al.,(2021) Baabdullah et al., (2019)Chang, (2011) Hult, (2019),Ali, (2018),Kasiri et al., (2017), Ahrholdt, (2017),Hussain et al.,(2015)Howat,(2013),Coelho,(2012),Hsin Chang & Wang,(2011),Nisar,(2017),Kaura,(2015),Pan,(2012),Jiang & Zhang,(2016),Izogo,(2015),Hapsari et al.,(2017),Amen,(2016),Orel,(2014) Keisidou et al.,(2013),Lee,(2012),Kim,(2011),Ganguli & Roy,(2011) |
23 |
100 |
|
Amount |
23 |
100 |
|
Source: data
processed by the author (2022)
Figure
1 explained in detail the amount and percentage for the category of research
types in the article, including Qualitative (0%) and Quantitative, totaling 23
(100%)
Figure 1. Research Type Categories
B. Data Analysis Category
From the data analysis of the
scientific articles included in the discussion, it was found that there were 4
(four) groups of analytical tools used in the selected articles, including:
Partial Least Square (PLS) and Structural Equation (SEM) in 5 articles, 1
Descriptive Statistics articles, Multiple Regression Analysis (Multiple
Regression) 3 articles, Confirmatory Factor Analysis (CFA) and Structural
Equation Model (SEM) have 1 article.
From table 2, it can be
concluded that the data analysis that is widely used isPLS-SEM
analysis. From the data analysis category used in the following table it can be
seen that articles using data analysis with the Partial Least Suare Structural
Equation Model (PLS-SEM) have a 50% greater percentage when compared to other
data analysis. Where is the percentage of analysis Descriptive (10%), Multiple
Regression (30%), Confirmatory Factor Analysis-Structural Equation Model
/CFA-SEM (10%).
Table 2
Category Methodology and Data analysis techniques (n = 10)
|
Types of Data
Analysis |
Writer |
Amount |
Percentage (%) |
|
PLS-SEM |
Islam (2020),AM Baabdullah (2019),Hsin chang (2011),Hult
(2019),Ali 2016,LA Kasiri (2017),
Ahrholdt 2016,Hussain 2015 Howat 2013 ,Coelho 2012
,Hsinchang ,2011 |
11 |
48 |
|
Descriptive |
- |
0 |
0 |
|
Multiple
Regressions |
Nisar 2013, Kaura 2015, Pan 2012 |
3 |
13 |
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EFA |
Jiang
2016, Izogo 2015 |
2 |
9 |
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CFA-SEM |
Hapsari 2017,Amin 2016,Demirciorel 2014,Eisidou
2013,Lee2012,Kim2011,Ganguli 2011 |
7 |
30 |
|
Amount |
23 |
100 |
|
Source: data processed by the
author (2022)
From
Figure 1, it is explained in detail the number and percentage for the category
of types of data analysis used in the articles, including PLS-SEM totaling 7
articles (48%), CFA-SEM totaling 7 articles (30%), EFA amounted to 2 articles
(9%) and no articles with descriptive analysis (0%).
Figure 2. Categories of data analysis techniques
Source:
Data processed by the author (2022)
C. Most Quotations Category
The grouped articles with the
highest number of citations. From 2011-2022 of the 23 articles selected, there
were 10 articles with the highest number of citations 421 citations and the
lowest 191 citations. In table 3 it can be explained that the most articles are
from the author MJKim (2011)
with a total of 421 citations. This can show that many researchers are very
interested in the discussion on the topic of the Relationship of Satisfaction
with Customer Loyalty. The title of the article is and the effect of perceived
trust on electronic commerce: Shopping online for tourism products and services
in South Korea is described that satisfaction with the mediation of trust indirectly found a
positive and significant effect on customer loyalty
Table 3
Categories according to the highest number of citations
(n=10)
|
Number of
Citations |
Writer's
Name |
Title |
Research
result |
|
|
421 |
MJKim (2011) |
The effect of
perceived trust on electronic commerce: Shopping online for tourism products
and services in South Korea |
transaction costs have no effect on trust.
Satisfaction was found to have a positive impact on trust which, in turn, affects
customer loyalty |
|
265 |
F. Demirci Orel
(2016) |
Supermarket
self-checkout service quality, customer satisfaction, and loyalty: Empirical
evidence from an emerging market |
SCS service quality has a positive effect on
loyalty through customer satisfaction and customer satisfaction has a direct
effect on loyalty |
|
201 |
Baabdullah (2019) |
Consumer use of mobile banking (M-Banking) in
Saudi Arabia: Towards an integrated model |
performance expectancy, price value, facilitating
conditions, hedonic motivation, habit, system quality and service quality
have a significant effect on the use of M Banking in Saudi Arabia. And
customer satisfaction has an effect on customer loyalty. |
|
202 |
LA Kasiri (2017) |
Integration
of standardization and customization: Impact on service quality, customer
satisfaction, and loyalty |
1) integration of standardization and
customization of service offerings is essential to improve service quality;
(2) standardization has a higher impact on service quality when compared to
customization; (3) functional quality has a higher impact on customer
satisfaction when compared with technical quality; and (4)
customer satisfaction has a significant effect on customer loyalty. |
|
195 |
R. Hussain (2015) |
Service
quality and customer satisfaction of a UAE-based airline: An empirical
investigation |
quality, perceived value, and brand image have a
significant positive impact on customer satisfaction, which in turn can
affect brand loyalty |
|
193 |
V. Kaura (2015) |
Service
quality, service convenience, price and fairness, customer loyalty, and the
mediating role of customer satisfaction |
The findings indicate that customer satisfaction
acts as a mediating variable between service quality dimensions, perceived
price and fairness, service convenience dimensions, and customer loyalty |
|
191 |
Ganguli (2011) |
Generic
technology-based service quality dimensions in banking: Impact on customer
satisfaction and loyalty |
Service Quality (customer service, convenience,
reliability, use of technology) has a positive and significant effect on
customer satisfaction and customer loyalty |
|
190 |
H. Hsin Chang (2011) |
The
moderating effect of customer perceived value on online shopping behavior |
The results of the study show that the quality of
electronic services and the customer's perceived value have an influence on
customer satisfaction, and then influence customer loyalty. In addition, this
study found that customers with high perceived value have a stronger
relationship between customer satisfaction and loyalty than customers with
low perceived value. |
|
185 |
PS Coelho (2012 |
Creating
customer loyalty through service customization |
Customization improves perceived service quality,
customer satisfaction, customer trust, and finally customer loyalty |
|
173 |
Amen 2016 |
Internet
banking service quality and its implications on e-customer satisfaction and e-customer
loyalty 520
internet banking respondents CFA-SEM |
This study shows that Quality of internet banking services has a significant positive relationship with the
quality of internet banking services. In addition, there is a significant
relationship between the quality of internet banking services, e-customer
satisfaction and e-customer loyalty |
Source:
data processed by the author (2022)
The following figure is
explained in detail that the number and percentage of citations for the 10
categories of articles with the most citations included Kim with 421 citations
(19%), Orel 193 citations (12%), Kasiri with 202 citations (9%), Baabdullah
with 210 citations (9 %), Husaain with 195 citations (9%), Kaura with 193
citations (9%), Ganguli with 191 citations (9%), Hsinchang with 190 citations
(8%), Coelho with 185 citations (8% ) and Amin with 185 citations (8%).
Figure 3. The highest number of citations
Source:
Data processed by the author (2022)
D. Satisfaction
Relationship with Customer Loyalty
Most of the studies in this review show that
customer satisfaction has a significant influence on customer loyalty. Where
the effect of satisfaction on customer loyalty is directly or indirectly
(through mediation). This significant direct effect is shown by Islam (2020), AM Baabdullah (2019), Hsin chang (2011), Hult (2019), Ali (2016), LA Kasiri (2017),
Ahrholdt (2016), Nisar (2013), Jiang (2016), Izogo (2015), Amin (2016), Demirciorel (2014), Eisidou (2013), lee (2012).
Meanwhile Hapsari (2017), Hussain (2011) Howat (2013), Coelho (2012), Hsinchang (2011), Kaura (2015), Pan (2012), Kim (2011), Ganguli (2011) in the empirical
study explains that customer satisfaction has a significant indirect effect on
customer loyalty. In this article,
customer satisfaction in general is a mediating and moderating variable.
Meanwhile, the antecedent variable is service quality.
CONCLUSION
Many studies and research on the relationship
between satisfaction and customer loyalty for both products and services are
still being carried out in the future. From the review of the literature
review, many empirically explain that customer satisfaction has a positive and
significant relationship and influence on customer loyalty.
In the midst of today's business conditions where
competition between companies is very tight, the focus of consumers related to
satisfaction is of great concern to companies. They do this in order to win the
competition. Because if customers are satisfied with the product or service
purchased, the customer will repeat the purchase and customer loyalty will
increase.
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