MEASURING INTERACTIVE SERVICE QUALITY: SOME OPPORTUNITIES FOR FURTHER STUDY
Service quality is very important to improve competitive advantage of industrial organizations. This paper
presents a summary on some research gaps within current service quality measurement models and explores the
possibility to extend study on interactive service quality arena. The content of the paper is commenced by
literature review to manuscripts related to service quality measurement models, interactive service quality, some
observable gaps on interactive service quality measurement models.At conclusion, some directions for further
studies are presented.
Keywords: Service Quality, Interactive, Bi-directional Relationship, Behavior Modeling, Taguchi Loss Function.