International Service Quality Measurement Models: Concepts, Comparisons, and Contemporary Adaptations

Abstract

: Service quality measurement has remained a central concern in marketing and service management research, particularly in international contexts where cultural, institutional, and technological differences influence customer expectations and perceptions. This article provides a comprehensive review and conceptual synthesis of international service quality measurement models, examining their theoretical foundations, dimensional structures, methodological approaches, and cross-cultural applicability. Beginning with classical models such as SERVQUAL and SERVPERF, the paper traces the evolution of service quality measurement toward sector-specific, technology-enabled, and experience-based frameworks. A comparative analysis highlights the strengths and limitations of dominant models when applied across countries and cultures. Building on this review, the study proposes an integrative framework for international service quality measurement that incorporates cultural sensitivity, digital service interfaces, and contextual adaptation. The article concludes with managerial implications for multinational service firms and a future research agenda addressing emerging issues such as platform services, AI-mediated interactions, and sustainability-oriented service quality.