Thematic Evolution of Service Quality (2011-2023): Insights for Future Research Directions

Objective- The current study is designed to explore service quality (SQ). It aims to review the bibliometric data of SQ literature and present insights. Method/ Approach - Thematic keyword analysis is performed to identify broader themes. A total of 9618 documents (after limiting to different filters) from 2011 to 2023 in Scopus were included for analysis which were then divided into five phases, hence called five shades of SQ. The search was limited to the keyword “Service Quality”. Findings- Seven themes evolved from the bibliometric data of SQ. Results reveal different transitions and continuations of certain sub-themes (keywords) across different temporal shades of SQ (from S1 to S5). Also, findings present insights associated with emerged themes, i.e., quality, outcomes/DVs, models/theories, context (services & countries), methodologies, technologies, and services marketing concepts. Originality/ Value - This study uncovers different insights for the researchers and practitioners in terms of emerging, continued, and discontinued themes across the five shades of SQ. Moreover, the empirical studies can be developed and deepened on such emerging themes or sub-themes. Type of Paper: Review JEL Classification: M10, M15, M19. Keywords: Service Quality, Insights, Thematic Analysis, Bibliometrics. Reference to this paper should be made as follows: Ali, J; Korejo, E.N; Ghouri, A; Abro, M.A. (2024). Thematic Evolution of Service Quality (2011-2023): Insights for Future Research Directions, J. Mgt. Mkt. Review, 9(4), 159 – 172. https://doi.org/10.35609/jmmr.2024.9.4(2)