With Indian service industry emerging as one of the largest and fastest growing sectors in the global arena, service quality has increasingly become an important concept in marketing. Enlightened consumers force companies to not only maintain but to also extend the quality of their services. The purpose of this paper is to integrate and critically assess the current research in service quality. It explores the conceptual and operational issues involved and the association of service quality with customer satisfaction and their behavioural intention. It also identifies areas that need further research and can guide marketers in delivering quality services to their customers.
