Management Strategies to Enhance the Competitive Advantage through Customer Satisfaction

This research underscores the significance of customer satisfaction (CS) as a vital component for businesses to gain a competitive edge in the current dynamic and challenging market. Through a systematic analysis of 148 articles, this study confirms the marketing mix (MM) positive impact on CS, which subsequently fosters customer loyalty and contributes to corporate sustainability. The findings offer valuable insights for companies to develop effective marketing strategies that enhance CS and loyalty, ultimately driving increased market share and profitability.