Application of SERVQUAL model to measure the customer satisfaction: A study of Digital payment companies in India

In this chapter, we will discuss the service quality concept, its importance for practitioners and academicians. We will relate service quality to other quality concepts such as product and image quality. Also, we will discuss how the concept is being measured and outline various models of service quality and introduce the SERVQUAL model in particular. We will discuss about its attributes and gaps, We will discuss about its attributes and gaps, in what contexts has the model been used and the pros and cons when using this model in measuring service quality. Also, we discuss customer satisfaction and how it is been related service quality. Furthermore, we will introduce our empirical context by highlighting why it is of particular interest to study service quality and customer satisfaction in grocery stores and why we choose to use the SERVQUAL model for our research. These will then lead us to clearly stating our research questions and research purpose in order to have a roadmap for our study.