Live-Streaming Influencers and Customer Loyalty: A Systematic Review of Customer Satisfaction and Service Quality in TikTok Commerce

Abstract

TikTok live-streaming commerce has changed digital marketing by making influencer marketing a main way to boost consumer engagement and loyalty. Although more brands are using influencer-led strategies, studies have found mixed results about how influencer marketing, customer satisfaction, service quality, and customer loyalty are connected. This study reviews the current literature to bring together the evidence and highlight the main factors that affect customer loyalty in live-streaming commerce. This study used a Systematic Literature Review (SLR) based on PRISMA 2020 guidelines. Studies from 2018 to 2025 were selected from the Scopus database using set criteria. In total, 35 studies were analyzed with thematic synthesis and keyword-based word cloud analysis. The results show that influencer credibility, authenticity, customer satisfaction, trust, and service quality are the main factors affecting customer loyalty in TikTok live-streaming commerce. Customer satisfaction often links influencer marketing to loyalty, while the impact of service quality differs by industry and digital platform. This study integrates Source Credibility Theory, Parasocial Interaction Theory, Expectation–Disconfirmation Theory, and SERVQUAL to examine how relational and experiential factors collectively influence loyalty formation in influencer-driven social commerce. The results offer both theoretical and practical implications for researchers and marketers aiming to enhance customer loyalty within live-streaming environments.