The Impact of Service Quality, Pricing, and Customer Satisfaction on Customer Loyalty in Indonesian MSMEs: A Systematic Literature Review

This study aims to investigate how customer loyalty in Indonesian MSMEs is impacted by service quality, pricing, and customer happiness. Fifty articles published between 2020 and 2023 were analyzed as part of a systematic review of the literature. After reviewing the literature, we created a theoretical framework that argues that MSMEs' antecedent configurations influence their service quality and customer satisfaction at different phases. We examine the fundamental theories of customer loyalty in SME research, as well as service quality, customer happiness, and loyalty, using in-depth content analysis. The assessment points out important theoretical knowledge gaps.