Revisiting Service Quality Metrics & its Applications in Indian Scenario

Service quality is the overall impression of relative superiority or inferiority of the organization and its services to the consumers. This study explores the evolution and development of service quality concept in the Indian setting through an appraisal of 24 landmark models relevant to both manufacturing and service organizations. The main objective of this paper is to highlight the evolution, development and current status of service quality concept and its measurement models proposed in the Indian context in an ontological manner and carry out a critically examination stating limitations thereof. The paper aims to bring out a new standardized yardstick for measuring service quality befitting for Indian industrial organizations, if possible. The article may appeal to new researchers in India or other emerging economies since it not only brings out the latest trends in service quality measurement, but also offers valuable help and directions to researchers and practitioners working in the area of service quality improvement.