Systematic Literature Review of Research on Service Quality in Business-to-Consumer Markets

Diki Dwi K; Kadarisman Hidayat; Anni Rahimah

doi:10.58421/misro.v5i3.1790

DOI:

https://doi.org/10.58421/misro.v5i3.1790

Authors

Diki Dwi K Universitas Brawijaya
Kadarisman Hidayat Universitas Brawijaya
Anni Rahimah Universitas Brawijaya https://orcid.org/0000-0002-2922-4927

Keywords:

Business to Consumer Markets, Service Quality, Systematic Lliterature Review

Abstract

Background: In an increasingly aggressive business environment, companies are compelled to deliver optimal service quality as a strategic effort to retain customers. This article aims to analyze the latest developments in service quality research through a Systematic Literature Review (SLR) of 64 relevant articles sourced from the Emerald Insight database between 2016 and 2024. Theoretically, this review is anchored in the SERVQUAL model, which encompasses the dimensions of tangibles, reliability, responsiveness, assurance, and empathy as the primary instruments for measuring customer perceptions and expectations. The analysis shows a significant upward trend in publications over the last decade, with peak productivity in 2023–2024, accounting for 29 articles. By industrial classification, e-service quality and the restaurant industry dominate the literature, with nine publications each. The managerial implications of this study emphasize that investing in service quality improvement is not merely an operational activity but an essential long-term strategy to build customer loyalty and gain a competitive edge in the market.

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