International Journal of Management (IJM)

Volume 11, Issue 8, August 2020, pp. 459-470, Article ID: IJM_11_08_044
Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.11.8.2020.044

© IAEME Publication Scopus Indexed

A REVIEW AND BIBLIOMETRIC ANALYSIS OF

SERVICE QUALITY AND CUSTOMER
SATISFACTION BY USING SCOPUS DATABASE
Harith Yas*, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor
Azman Hashim International Business School, Universiti Teknologi Malaysia,
81310 Johor Bahru, Johor, Malaysia
*Corresponding Author

ABSTRACT
Service quality, customer satisfaction, and customer loyalty have been a topic of
great interest to marketing researchers. This topic is important because it helps in the
creation of maintainable competitive advantage and improvement in the financial
outcomes of businesses. The purpose of this paper is to offer researchers a systematic
view and representing how this topic contributed to the development of effective
research channels for future analysis and research on the topic. A bibliometric study
and mapping analysis have been written involving 2782 articles on customer loyalty,
satisfaction, and service quality in the past decade, from the year 2009 to 2019. From
the investigation of the groups, the most applicable exploration discoveries, patterns,
and issues arise, recommending intriguing hypothetical and down to earth
implications. To the contributors’ information, the bibliometric analysis is applied just
because of customer satisfaction, so this is likewise a novel part of the paper to
feature, (Chang, et al, 2009).
Key words: Review, Service Quality, bibliometric, Customer Satisfaction, Scopus
Database
Cite this Article: Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and
Khalil Md Nor, A Review and Bibliometric Analysis of Service Quality and Customer
Satisfaction by using Scopus Database, International Journal of Management, 11(8),
2020, pp. 459-470.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8

1. INTRODUCTION
Service quality and customer satisfaction are some of the greatest discussed subjects in
advertising writing of a decade ago (Khudhair, Jusoh, Mardani, & Nor, 2019). The incredible
enthusiasm for customer satisfaction can be ascribed to its significance in accomplishing
maintainable upper hands and money related results, (Kassim and Abdullah, 2010). Customer
satisfaction alludes to the inspirational mentalities of clients toward an organization or service

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 A Review and Bibliometric Analysis of Service Quality and Customer Satisfaction by using
Scopus Database

that brings about continued repurchasing practices and in a lower Customer satisfaction to the
cost and the contributions of contenders. Loyal clients are more beneficial than other ones
since they go through additional with the firm and have lower overhauling costs (Juhana, et
al, 2015). Consequently, overseeing and improving client loyalty turns into a key basis for
firms. The service gains extraordinary significance in improving customer satisfaction
through the successful administration of customer satisfaction and service quality. The
passionate connection towards a service makes emotional responsibility that urges buyers to
continually depend on a particular service's contribution repurchase similar services, spread
great words, and not visit contender's stores (Han, et al. 2018). These practices at the last
outcome in customer satisfaction and the enthusiasm for customer satisfaction have brought
about countless commitments on this theme.
The explanation is that customer satisfaction is a complex and complicated idea including
vibrant communications and trades. It is a multidimensional develop and a few troubles arise
in distinguishing its measurements and operationalize them (Khudhair, Jusoh, Mardani, Nor,
& Streimikieneb, 2019. As a matter of first importance, customer loyalty characterized as a
blend of attitudinal and social measurements that make challenges in breaking down it, (Hu,
et al, 2009). Second, a lot of examination has been given to researching its forerunners and
results because satisfaction is identified with other complex factors like purchaser association,
trust, fulfillment, responsibility, furthermore, commitment. Besides, in a years ago, the
advancement of buyers and the improvement of online networking have significantly changed
the customers' practices and the method that they communicate with different customers and
with the company itself, (Kumar, et al, 2009). For researchers, consequently, it is difficult to
distinguish the bearings to which address their endeavors planned for adding to the headway
of the exploration of this theme. This paper intends to give an outline of the exploration
discoveries and patterns by planning the examination field in bunches ready to control the
scientist to the utmost persuasive works, results, and matters that need more bits of
knowledge. This paper gives a bibliometric examination and a planning investigation of the
takes a shot at service quality and customer satisfaction, (McKecnie, et al, 2011).

2. LITERATURE REVIEW
2.1. Service Quality Review Research
Service quality relies upon the capacity of firms to manufacture a solid service character
through corporate correspondence systems, because, as featured by the more positive the
service personality is seen by purchasers, the more good the demeanor shoppers have towards
the service technique, (Hapsari, et al. 2017). A year ago, concerning web-based social
networking, the idea of (on the web) service network rose as the "specific, non-geologically
bound network, because of an organized arrangement of social connections among admirers
of a service". The duty to a service network describes clients with a solid service recognizable
proof, self-ID, and fulfillment with the service, who buy a similar service reliably, (Oh and
Kim, 2017). Service quality is a lot of impression of a customer that distinguishes the
portrayal of the service in his/her brain. A few investigations show that service quality
influences service dependability through service quality, (McKecnie, et al, 2011). The
perceived service quality can be comprehended as the correlation between the company's
presentation and client's desires when the disconfirmation is negative, disappointment is
made, when it is sure, consumer satisfaction is created, in this way expanding customer
loyalty (Khudhair, Jusoh, Mardani, Nor, & Streimikiene, 2019).. The idea of service quality is
firmly identified with that of saw esteem, which is characterized as the shopper's general
assessment of the advantages that are accomplished from an item or administration

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 Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor

consequently of the apparent expense, as far as money related and non-fiscal cost,
(Sureshchandar, et al, 2002).

2.2. Customer Satisfaction Review Research

Customer satisfaction refers to the reaction of customers towards the state of satisfaction or
how they judge their level of satisfaction for the services they receive (Khudhair, Jusoh,
Mardani, Nor, & Streimikiene, 2019). Customer satisfaction is usually based on the
experience of the customer based on the quality of a particular service they receive. Customer
satisfaction and customer loyalty are actually in line with and determined by the service
quality, which an organization provides to its customers, (Al-Tit, 2015). The exploration of
customer satisfaction has delivered fascinating outcomes concerning terms of explanation of
its measurements, (Sureshchandar, et al, 2002). As attitudinal measurements, researchers
have recognized the inclusion and connection to a firm or service and the value resilience,
while conduct measurements, the repurchasing conduct, positive proposals, and verbal.
Nonetheless, it rises that more examinations are required for estimating the consolidated
impacts of the two-class of measurements on dedication. Consumer satisfaction, duty, trust,
and commitment distinguished as the main factors that identify with faithfulness, (Oh and
Kim, 2017). Connections between these factors researched through the meaning of
observational models and quantitative examinations, which show positive relationships
between them. The entirety of the factors applies constructive outcomes on client devotion,
and simultaneously, steadfastness influences all of them. These outcomes propose conquering
the qualification between faithfulness forerunners and results for a thought of the various
factors in a positive hover in which the improvement of one variable triggers a chain response
of upgrades, (Shanka, 2012).

2.3. Service Quality and Customer Satisfaction Review Research

According to Hapsari, et al (2017), a positive relationship between service quality and
customer satisfaction results in maximization of profits that an organization makes. Service
quality is usually derived from the satisfaction of a company’s employees, which has a direct
effect on the quality of service they offer to the customers and hence customer satisfaction.
Taylor and Baker (1994), conducted a study titled “An assessment of the relationship between
service quality and customer satisfaction in the formation of consumer’s purchase intentions”.
According to the research by Taylor and Baker (1994), service quality and customer
satisfaction are key influencing factors to the creation of consumers’ intentions to make
purchases. However, the literature suggests that the specific nature of the relationship between
service quality and customer satisfaction has a direct and positive effect on customer loyalty
(Khudhair, Jusoh, Mardani, Nor, & Streimikiene, 2019).

2.4. Bibliometric Analysis

According to (Abbas et al., 2020), he referred to bibliometrics as the application of
mathematical and statistical methods to books and other means of communication. It uses
quantitative analysis of empirical data in published literature to study the patterns of
publication within a field. This work depends on a bibliometric investigation and planning
investigation of the commitments about service quality and customer satisfaction. These data
collection since it gives a huge favorable position being multidisciplinary and containing
sociologies writing. Initial, a bibliometric investigation directed to recognize the complete
distributions by year, the number of times referred to by year, the most referred to creators,
and beneficial nations. The best ten of the most cited distributions made. In this way, the
logical planning study completed utilizing the software Scopus, which permits the
development of logical guides just as a superior perception of the advancement inside a

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 A Review and Bibliometric Analysis of Service Quality and Customer Satisfaction by using
Scopus Database

logical region (Chang, et al. 2009). Scopus gives various modules that help the investigator
lead a science planning work process: a segment that is devoted to the administration of the
information base and its elements, a module answerable for leading the science planning
investigation and a module to picture the created outcomes and guides, (Kumar et al., 2009).
To play out the investigation, the accompanying setup in Scopus built up: discussion as the
unit of examination, co-event investigation as the apparatus to construct the systems, equality
record as the comparability extent to standardize the systems, Jaccard file as the development
measure (Talib et al., 2011). The examination gives an assessment guide to the subject
"customer loyalty and service quality" with the best research and its importance in the
distributions investigated. The importance of the study built up based on three events: records
check, H-Index, and whole references. For each applicable expression of the investigation, a
group of the related publication made, graphically indicating the importance of each
publication in the bunch and the connections between everyone, (Juhana, et al, 2015).

3. METHODOLOGY
3.1. Data Collection
The study collected bibliographic data from the service quality and customer satisfaction
Citation Index by accessing the Scopus bibliographic database bibliographic database
produced by Elsevier. Based on the database launched in 2004, Scopus covers nearly 36,377
titles from approximately 11,678 publishers, of which 34,346 are peer-reviewed journals in
top-level subject fields: life sciences, social sciences, physical sciences and health sciences
(Juhana, 2015). This study selected 10 journals from the database, consisting of seven top
business journals and three top Marketing journals. Combining results of several business
journal-ranking studies.

3.1.1. Data Source and the Search Strategy

Data mining carried out using the Scopus database on July 10 and 12, 2020. The main theme
of this thesis was a review article in the title and abstract that included "Service Quality*"
AND “Customer Satisfaction*". The oldest and most recent dates of publication Returning to
2009, the latest one is from 2019. The search question string used shown in figure 1 below:

• TITLE-ABS-KEY ( "service quality" AND "customer

satisfaction" ) AND PUBYEAR > 2008 AND PUBYEAR < 2021 AND ( EXCLUDE ( P
1 UBYEAR , 2020 ) ) , the results of artecils were 2,953

• TITLE-ABS-KEY ( "service quality" AND "customer

satisfaction" ) AND PUBYEAR > 2008 AND PUBYEAR < 2021 AND ( EXCLUDE ( P
UBYEAR , 2020 ) ) AND ( LIMIT-TO ( DOCTYPE , "ar" ) ) AND ( LIMIT-
2 TO ( LANGUAGE , "English" ) ) AND ( LIMIT-TO ( SRCTYPE , "j" ) ) the results of
artecils were 2,072

• TITLE-ABS-KEY ( "service quality" AND "customer

satisfaction" ) AND PUBYEAR > 2008 AND PUBYEAR < 2021 AND ( EXCLUDE ( P
UBYEAR , 2020 ) ) AND ( LIMIT-TO ( DOCTYPE , "ar" ) ) AND ( LIMIT-
TO ( LANGUAGE , "English" ) ) AND ( LIMIT-TO ( SRCTYPE , "j" ) ) AND ( LIMIT-
3 TO ( SUBJAREA , "BUSI" ) ) document type : Article, and Source type : journals, the final
results 1,346

Figure 1: Flowchart of gathering data of publications for central and sub-themes

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 Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor

The Single-country publication (S.C.P) information obtained through restriction of search

results to a specific country using the field code AFFILCOUNTRY. Source, author,
affiliation, country/territory, subject area and type of document are dependent on year; the
central theme search results analyzed. Bibliometric metric used for ranking purposes, for
instance, total articles, CiteScore, total citations, and h-index.

3.1.2. The Bibliometric Maps

Citation, bibliography, and author keywords of 1,346 publications have been exported to
VOSviewer (version 1.6.7, Center for Science and Technology Studies, Leiden University,
The Netherlands), a bibliometric mapping and visualization software tool. Maps contain items
generated with VOSviewer. The items are the interest objects in this analysis and the
keywords or countries of the author. There may be a link between any pair of items
connection or relationship between two items. Every relation has a strength, which represents
a positive value for numbers. The higher the publications are beginning of 2010; a strong
interest in service quality and customer satisfaction research indicated. The annual rate of
growth (ARG) grew in 2017, also in 2018 and 2019 it doubled. Annual publications have
since increased steadily, leading to a substantial increase in the cumulative publications
produced. Therefore, the annual publication expected to continue to get up. However, most of
these articles are not freely available, and the user must pay to access the information
contained in them.

3.1.3. Co-authorship Analyzes

For analysis of co-authorship, fifty-two countries associating with nineteen authors were
involved. The involved countries divide into ten clusters with each cluster having a major
country of co-authorship that includes United States, United Kingdom, Australia, Taiwan,
South Korea, China, Hong Kong, Iran, Germany, Malaysia, India, and Italy.

3.1.4. Co-occurrence Analysis

The selected overlay visualization mode for displaying the annual average publishing number
of occurrences and keywords linking strength of the keyword color reflects the document
typical publishing year in which keyword occurs. The minimum keyword occurrences can
analyze up to five in VOSviewer.

3.2. Data Analysis

3.2.1. Research interest in publication output and growth
The study on Scopus yielded 2,953 distributions on service quality and customer satisfaction.
Distributions began from 2009 and developed exponentially, arriving at a pick in 2019. Since
the research was directed in 2018, information identified with the year 2018 is not finished
however taking a gander at the pattern, it is accepted an affirmation of development likewise
for a year ago (Figure 2). References of works about client satisfaction and loyalty go back to
2009 and afterward became throughout the years, indicating a steady development rate
(Figure 2).

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 A Review and Bibliometric Analysis of Service Quality and Customer Satisfaction by using
Scopus Database

Service Qulaity and Customer Satisfaction

250

200

150

documents
100

50

0
2019 2018 2017 2016 2015 2014 2013 2012 2011 2010 2009

Figure 2 Total Publications per year

Many researchers around the world work on different fields of service quality and
customer satisfaction. This study affirms that service quality and customer satisfaction studies
focus mainly on 1347 articles that involve business management and accounting. Fields such
as economics, econometrics, and finance found in (213 articles), decision sciences (179
articles), social science in 168 articles, and engineering found in 139 articles. However,
service quality and customer satisfaction is multidisciplinary field classified under the subject
area of Arts and Humanities written in six languages.

3.2.2. preferred Journals

Table 1 below shows the best ten of the most referred to works about customer loyalty and
service quality. From the examination of these publications, it is conceivable to distinguish
the most important exploration points in the writing on customer loyalty. From the findings,
results show that four different publishers own the top ten most competitive journals as shown
in table 1. Amongst the publishers, Emerald Group has published six journals with their
highest journal being International Journal of Applied Business and Economics Research that
was published in serials publications (1273 articles), followed by international journal of
quality and reliability management that produced 391 articles, Total Quality Management and
Business Excellence with 365 articles. Finally, International Journal of Services and
Operations Management and Asia Pacific Journal of Marketing and Logistics followed with
312 and 301 articles respectively.

Table 1 Top 10 of the most cited works on service quality and customer satisfaction
Journal name TP (%) TC Cite The most cited article (reference) Times Publisher Journal name
Score cited
2019
International Journal of 1,273 69 0.1 An empirical study on patient satisfaction 13 Serials International Journal of Applied
Applied Business and and patient loyalty on the public hospital in Publications Business and Economic
Economic Research Bandung, Indonesia Research

International Journal of 391 1,320 3.4 Impact of TQM on the company's 126 Emerald Group International Journal of Quality
Quality and Reliability performance Publishing Ltd and Reliability Management
Management
Total Quality 365 1,672 4.6 The impact of e-service quality, customer 198 Routledge Total Quality Management and
Management and satisfaction and loyalty on e-marketing: Business Excellence
Business Excellence Moderating effect of perceived value

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 Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor

International Journal of 312 346 1.1 Total quality management and service 3 Inderscience International Journal of
Services and Operations quality: An exploratory study of quality Publishers Services and Operations
Management management practices and barriers in the Management
service industry
Asia Pacific Journal of 301 1,039 3.5 The effect of perceived service quality 271 Emerald Group Asia Pacific Journal of
Marketing and Logistics dimensions on customer satisfaction, trust, Publishing Ltd Marketing and Logistics
and loyalty in e-commerce settings: A
cross-cultural analysis
International Journal of 296 1,393 4.7 Generic technology-based service quality 140 Emerald Group International Journal of Bank
Bank Marketing dimensions in banking: Impact on customer Publishing Ltd Marketing
satisfaction and loyalty
Journal of Services 282 1,342 4.8 Customer experience management: A 167 Emerald Group Journal of Services Marketing
Marketing critical review of an emerging idea Publishing Ltd

TQM Journal 225 964 4.3 Investigating the impact of service quality 141 Emerald Group TQM Journal
and customer satisfaction on customer Publishing Ltd
loyalty in mobile telephony in Greece
Service Industries 194 641 3.3 Relationships and impacts of service 309 Routledge Service Industries Journal
Journal quality, perceived value, customer
satisfaction, and image: An empirical study

3.3. Leading Countries, Organizations and International Institutions

Figure 3 below shows the most successful countries leading to growth of the research activity
of services quality and customer loyalty. United States in collaboration with China
contributed about 60% of the global publications, which suggests that these two countries
play a key role in advancement of service quality and customer satisfaction. Research found
United States to be the leading country with 265 publications in a total of 83 journals covering
39% of the world’s total publications. China followed at the second position as the second
most productive half of China’s total publication. Huazhong University of Science and
Technology (TPI) is a bit lower than that of Hua University found in Taiwan which implicates
that direct comparison could be bias among the fifteen countries with academic institutions.
The distribution by area table 2 in accordance with VOSviewer shows that the closer the two
countries are the stronger and greater their connection becomes.

Figure 3 Map of nations involved in the case study

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 A Review and Bibliometric Analysis of Service Quality and Customer Satisfaction by using
Scopus Database

Table 2 Network of countries

Rank country TPC the most productive academic institution TPI
1 US 365 University of North Texas 12
2 China 333 Huazhong University of Science and Technology 12
3 Taiwan 315 Chung Hua University 22
4 India 331 Indian Institute of Technology Kharagpur 10
5 Indonesia 246 Brawijaya University 14
6 Malaysia 275 Universiti Teknologi Malaysia 30
7 South Korea 151 Kyung Hee University 10
8 Australia 123 Griffith University 13
9 Iran 114 Islamic Azad University 28
10 Spain 81 Universidad de Granada 22
11 Hong Kong 66 Hong Kong Polytechnic University 36
12 South Africa 66 University of Johannesburg 23
13 Thailand 66 King Mongkut's Institute of Technology Ladkrabang 24
14 Pakistan 59 COMSATS University Islamabad 11
15 Singapore 28 National University of Singapore 11

Figure 4 Visualization of the countries on service quality and customer satisfaction

Figure 5 Keywords used in the study

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 Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor

3.4. Leading Authors

The list of the ten most prominent authors in service quality and customer satisfaction is
displayed in Table 3 with the first publication ranging from 1987-2011 of which seven
authors played a part as the first author, three as a co-author and one as last author.

Table 3 List of the 15 most prolific authors in the service quality and customer satisfaction research area
Author Scopus Year of 1st TP h- TC Current affiliation Country
Author ID publication* index
1 Prybutok, Victor R 7004907736 1987* 179 33 4218 University of North United States
Texas, Denton

2 De Oña, Juan 12241140900 2002* 77 20 1535 Universidad de spain

Granada, Granada
3 Mazzulla, Gabriell 6506549346 2001** 69 21 1817 Università della Italy
Calabria, Cosenza,
4 Eboli, Laura 24921250100 2007 * 60 21 1786 Università della Italy
Calabria, Cosenza
5 Fongsuwan, Wann 55764306100 2017** 54 3 70 King Mongkut's Thailand
o Institute of Technology
Ladkrabang,
Ladkrabang Bangkok
6 Chang, Kuo Chien 25627193100 2008* 44 17 798 Chihlee University of Taiwan
Technology, Banciao
7 de Oña, Rocio 36875908400 2010* 38 15 868 Universidad de Spain
Granada, Granada
8 Tontini, Gérson 55892295200 1996* 34 9 383 Universidade do Oeste Brazil
de Santa Catarina,
Joacaba,
9 Lin, Shuping 7407613568 2006* 28 10 530 CTBC Business School, Taiwan
Tainan
10 Forciniti, Carmen 50861253700 2011** 24 9 231 Università della Italy
Calabria, Cosenza
*First author
**Co-author

4. DISCUSSION
Service quality assumes a major job in the improvement of client dependability. Occasionally,
purchasers are not faithful to the organization when all is accomplished, yet rather to a
particular service. Service qualities imply that one-sided (non-irregular) social reaction (buy),
communicated after some time by some dynamic unit as for at least one elective service out of
a lot of services and is a component of mental procedures". A few works show that consumer
loyalty improves customer satisfaction. As indicated by Hu et al (2009), the connection
between fulfillment and customer satisfaction is intervened by the relationship duty.
Submitted clients feel a passionate connection towards service quality and they have practices
like repurchasing, positive proposals, and lack of engagement towards contenders'
contributions these measurements identified with the conduct of customer satisfaction
(Palmer, 2010). The apparent worth, notwithstanding increment consumer loyalty, supports
the customers’ repurchases (Hu et al., 2009), advances re-support aims, and disheartens
exchanging practices subsequently improving client steadfastness, (Hu et al., 2009).
Consequently, from this investigation, it develops that additionally because of service the
board there are numerous factors and measurements identified with the service that can
influence client dedication. The investigation of these factors and their connections is crucial
for seeing how to deal with the service to expand customer satisfaction.
The entirety of the mental procedures contains intellectual and passionate perspectives and
both upgrade the conduct faithfulness. Subsequently, organizations must consider the

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 A Review and Bibliometric Analysis of Service Quality and Customer Satisfaction by using
Scopus Database

enthusiastic substance in the connections. Service the executives turn out to be increasingly
more significant for satisfaction upgrades. Indeed, new ideas presented are similar to mark
dedication, service commitment, service value, and service networks. The service perceived
as the chief factor that can make duty and connect with clients, (Yap and Kew, 2007).
Specific consideration dedicated to the online service networks as situations where new types
of customers’ correspondence rise, taking into account new types of service distinguishing
proof and service encounters that improve the service esteem and the purchasers' connection
to the service. Service people group hence becomes the most significant device for CRM
procedures. The support of organizations in service networks permit them to obtain the
essential data, share and underline substance, focus on the shoppers, and increment the service
value. As indicated by the aftereffects of Hapsari et al (2017), organizations should bolster
service network giving assets, for example, assets, staff, and spot, developing a firm service
network and giving material help. Additionally care and compensations to the service
network. Besides, organizations ought to propose a few exercises for the individuals from the
network as per the style, character, feeling, and estimations of the service. Mostly, all web-
based life shows spots where the associations with clients overseen, as they give more
chances of communication and data sharing permitting the client commitment and initiating
esteem co-creation ways with them. Through internet based life, firms can encourage the
social associations of clients for marking co-creation, information sharing, and client
strengthening, (Jahanshahi et al., 2011).
According to the previous literature are showing the importance and relationship between
service quality and customer satisfaction. We make this bibliometric paper to know the major
authors and the key words related to service quality and customer satisfaction. Also explore
the countries and institutions that work in the field of service quality and customer
satisfaction.

5. CONCLUSION
From the analysis presented, there is a progress in service quality and customer satisfaction
research based on 1,346 Scopus database publications. Since the last five years, publication
growth has been strong, and expected to increase further. We have discovered a huge number
of publications and strong international collaborations in countries. The institutions may offer
motivations to researchers from other countries such as United Kingdom and Australia to
expand their research collaborations. Different fields well explored such as TQM and social
sciences addressed as main issues. We also discussed several newly researched areas with
service quality and customer satisfaction, such as service quality and brand image

6. LIMITATIONS/ IMPLICATIONS OF THE STUDY

Some of the limitations of the study are that the results of the search may not be able to cover
all studies related to service quality and customer satisfaction. Proposals show that future
studies performance of several databases, such as Scopus and the Web of Science may not be
accurate. For instance, the Web of Science search results automatically show the most popular
articles in the field through a feature called ' hot paper’ which shows only main papers
recognized as soon as published, represented by a fast and large number of quotes.
Bibliometric analysis using multiple data sources will be useful for a more comprehensive
study. The database is again limited to only ten journals in the service quality and customer
satisfaction field that imposes that the trends and patterns produced in the study may not
apply between 2009 and 2019. More scientific publications should be included in future
research for better generalizability. New issues and trends related to this research are

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 Harith Yas, Ahmad Jusoh, Alhamzah F. Abbas, Abbas Mardani and Khalil Md Nor

identified as an important way of replicating quantitative studies in service quality and

customer satisfaction given an emerging research area.

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