Retrospective view of SERVQUAL for prospective directions: A bibliometric analysis

Abstract

The current study aims to explore ‘SERVQUAL’, its variants in the literature, associations with service contexts and their service quality. Data is extracted from Scopus for the timeline of 1987 to 2020, and it is analysed in MS Excel & VOSviewer software. Co-authorship and Co-occurrence analysis have been performed to identify the links and collaborations among the items (authors, countries, and author keywords) globally. Findings of bibliometric mapping show that Han H. and Lee S. both have highest association with other authors, United States is on the top of other countries in collaborations and affiliations with greater total link strength (TLS). Diverse variants of SERVQUAL have been identified for different service contexts. Findings suggested underexplored SERVQUAL variants, services context, and subject areas for future research directions. This study presents the valuable insights regarding the variants of SERVQUAL that have been developed in the literature and the service context for future research.