Intellectual Landscape of Service Quality Research in Business Schools: A Thematic Approach

Abstract

This study explores the intellectual structure of service quality research in business schools through a keyword co-occurrence analysis of 54 Scopus-indexed articles. Four distinct clusters emerged, each representing a central thematic focus within the field. Cluster 1 emphasizes perceived service quality and educational value, highlighting student satisfaction, loyalty, and the application of quantitative methods such as SERVQUAL and structural equation modeling. Cluster 2 addresses service management and operational innovation, focusing on quality control, operational excellence, and innovative practices in business education. Cluster 3 concentrates on employability and measurement of educational outcomes, underscoring psychometric rigor, scale development, and students’ perceptions. Cluster 4 pertains to institutional quality governance and branding, emphasizing quality assurance, perceived quality, and university reputation. By mapping these themes, the study provides a comprehensive overview of research trends, identifies knowledge gaps, and offers insights for educators, administrators, and researchers aiming to enhance service quality and educational effectiveness in business schools.