Evolution and Conceptual Development of Service Quality in Service Marketing and Customer Satisfaction

Abstract

The conceptual origination of service quality and its evolution has developed to encompass the ideology of the customer as value co-creator in the core of service marketing as the key to success in business service management for sustainable competitive advantage with customer satisfaction and retention. In this literature review paper, the topic is approached via extensive searches of relevant service quality and customer satisfaction databases to ensure that all literature in the field of service quality and service marketing is examined. In order to generate sound strategy, it is essential to prioritise the importance of service quality concepts and the paradigm shift in service quality in which customers are placed as value co-creators to increase customer satisfaction with products/services offered.

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