Purpose – This paper reviews 20 years (1988‐2008) of research on the SERVQUAL scale for measuring service quality. Design/methodology/approach – A range of studies that have applied the SERVQUAL scale in this 20‐year period are examined in a non‐exhaustive review of the literature....

Purpose – The purpose of this paper is to examine the methodological approaches adopted in cross‐cultural service quality (CCSQ) research and the extent to which these approaches have adhered to the general principles of established cross‐cultural research methodology....