The Effect of Service Innovation, Experience Value, and Customer Value on Customer Satisfaction: A Systematic Literature Review

Abstract

The current systematic literature review is intended to analyze and synthesize literature that examined the effects of service innovation, experience value, and customer value on customer satisfaction. Using PRISMA, a systematic search was conducted on Scopus databases published between January 2014 and October 2023, resulting in a final number of 24 articles that met the inclusion criteria. The synthesis results from these articles show that service innovation, experience value, and customer value are important determinants of customer satisfaction. In addition, the results also show that most of the studies were conducted in the banking industry. Furthermore, signaling theory and expectation disconfirmation theory are the two theories most often used to explain these relationships. This study provides theoretical and practical contributions and directions for future research.