What type of study is this?

This is a Literature Review study.

October 9, 2025

The Effect of On-Time Performance, Marketing Mix, and Service Excellence on Customer Satisfaction and Customer Loyalty

Key Points

Customer satisfaction is positively influenced by on-time performance, marketing mix, and service excellence, underscoring their importance in marketing strategy.
The analysis highlighted that improved service excellence enhances both customer satisfaction and loyalty, emphasizing the need for high service quality.
This literature review utilized a descriptive qualitative method, compiling data from multiple academic sources to evaluate the relationships between key variables.
These findings suggest that focusing on on-time performance and marketing strategies can significantly enhance customer loyalty in competitive markets.

Abstract

The purpose of this literature study is to develop a hypothesis regarding the influence between variables that can be used for further research in the field of marketing management. The literature review article on the influence of on-time performance, marketing mix, and service excellence on customer satisfaction and customer loyalty is a scientific article in marketing management. The approach used in this literature review is descriptive qualitative. The data collection technique is to use a literature study or review relevant previous articles. The data used in this descriptive qualitative approach comes from previous research relevant to this study and is sourced from academic online media such as Thomson Reuters, Springer, Taylor 2) Marketing mix affects customer satisfaction; 3) Service excellence affects customer satisfaction; 4) On-time performance affects customer loyalty; 5) Marketing mix affects customer loyalty; 6) Service excellence affects customer loyalty; and 7) Customer satisfaction affects customer loyalty.

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