Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
32OUT
Sq
Service Quality
Family
10. Service, Value, and Experience (IV · Customer and Brand Assets)
Era
Period 3: Competitive Advantage, 1980s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
SERVQUAL operationalized service quality as the gap between customer expectations and perceptions across five dimensions (tangibles, reliability, responsiveness, assurance, and empathy) and provided a multi-item scale for measuring it.
Managerial Implications
Customers judge service on reliability, responsiveness, assurance, empathy, and tangibles, with reliability first. Measure each dimension and locate the gaps: between what customers expect and what managers think they expect, between standards and delivery, and between delivery and what is promised. Most service failures are gap failures in the organization, not frontline failures, so fix the system before retraining the staff.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
