PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN: SUATU TINJAUAN LITERATUR

Abstract

Customer satisfaction is considered a key indicator for evaluating the success of a marketing strategy while ensuring the sustainability of a company's operations. In practice, many organizations still face challenges in the form of relatively low levels of customer satisfaction, generally driven by suboptimal service quality and pricing that does not fully meet consumer expectations. This study aims to analyze the relationship between service quality and price on customer satisfaction using a literature review approach. The research method was conducted through a systematic literature review of national and international journals and marketing textbooks published in the past five years. The results found that service quality and price have a significant influence on customer satisfaction. Service quality contributes significantly to shaping positive customer perceptions, while price plays a role in influencing satisfaction through perceptions of fairness and perceived value. Therefore, continuous improvement in service quality accompanied by appropriate pricing is a very significant strategic element in increasing customer satisfaction levels.

Key Words : service quality, price, customer satisfaction