A Meta-Analysis of Customer Satisfaction Variables in The Context of The National Summary

The purpose of this study is to examine customer satisfaction-related studies conducted between 2019 and 2021, focusing solely on articles, conference papers, and book chapters within the national literature context. The aim is to conduct a meta-analysis and analyze the existing dependent/independent variables related to customer satisfaction in terms of effect size, in order to establish a common consensus. After the screening process, 34 studies were included, and after determining the dependent/independent variables from these studies, a total of 7 different variables and 70 data points (k=70) were obtained, with a sample size (N) of 26,442. The collected data was subjected to meta-analysis using the Jamovi 1.6.23 program. Based on the findings, the variable with the highest effect size was customer loyalty with a value of 0.87, while empathy had the lowest effect size with a value of 0.55. The results indicate that the three variables with the largest effect sizes are customer loyalty, trust, and reliability, respectively. Based on this information, when customers trust and perceive a business as reliable, they engage in consuming its products/services, resulting in loyalty towards the business.