Abstract: Service quality is considered an important tool for a firm's struggle to differentiate itself from its competitors. It offers a competitive advantage to companies that strive to improve the interaction with its customers. Understanding the impact of service quality deals with the understanding of the characteristics of service so that companies can improve the quality of their services offered to the customers. This study, being descriptive in nature, attempts to understand the service quality concept through SERVQUAL model and its effect on customer satisfaction.

Keywords: Service quality, SERVQUAL, Gap model, Customer satisfaction

| DOI: 10.17148/IARJSET.2021.8449