ABSTRACT
Various issues influence customer happiness in the service industry. The ultimate goal is to meet consumer preferences and tastes. However, various factors, including quality of service, professionalism, sensitivity, reliability, and consistency to achieve happiness. Nonetheless, for this study, the fundamental ones included loyalty, trust, and satisfaction. While various aspects affect operations in the service industry, the three are fundamental for this study in achieving customer happiness. These factors determine a customer’s willingness to spend as a happy and satisfied customer will likely recommend the quality of service. However, due to changes in dynamics in the service industry, these factors could potentially change with emerging trends and pandemics, as in the case of the COVID-19 pandemic. The study reviewed other studies’ findings and evaluated what other researchers had conducted and found the hospitality industry presented was the most researched. Ideally, this means that the industry leads in preferences for researchers based on its changing consumer preferences and tastes that shape consumer happiness levels. The study used a hypothetical approach in relating variables from 30 sources that shape the findings. In the long term, the future of customer happiness in the service industry relies on achieved satisfaction levels. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.