SERVICES MARKETING: AN INNOVATIVE APPROACH

Ziyayeva M. M.; Abdurashidova Nigora Alisherovna

doi:10.35760/eb.2026.v31i2.789

Authors

Ziyayeva M. M. Tashkent State University of Economics Author
Abdurashidova Nigora Alisherovna Tashkent State University of Economics Author

DOI:

https://doi.org/10.35760/eb.2026.v31i2.789

Keywords:

Customer Satisfaction, Digital Transformation, Marketing Mix Integration, Service Innovation, Service Quality Dimensions

Abstract

Although the SERVQUAL framework remains a cornerstone for measuring perceived service quality, current research often treats operational service evaluation and strategic marketing management as separate domains. This study aims to bridge this conceptual gap by developing an integrated service marketing framework that unifies the five core dimensions of SERVQUAL with the 7P marketing mix. Adopting a qualitative Systematic Literature Review (SLR) and thematic synthesis approach, this study analyzes foundational service marketing literature alongside contemporary empirical research on digital transformation, customer touchpoints, and service innovation. The thematic synthesis reveals that SERVQUAL and the 7P mix function as complementary, multi-level mechanisms. SERVQUAL serves as an operational diagnostic tool for measuring customer perceptions, whereas the 7P framework provides the organizational infrastructure needed to design and deliver service value. Furthermore, customer satisfaction acts as a strategic mediator connecting operational performance and marketing capabilities to organizational loyalty and competitiveness. Theoretically, this study unifies service quality evaluation theory and strategic marketing planning into a single conceptual model. Practically, it offers actionable guidance for managers to align operational indicators (reliability, responsiveness, assurance, empathy, and physical evidence) with the 7P marketing mix elements to optimize customer experiences in the digital age. This article presents a fresh perspective by systematically integrating SERVQUAL and the 7P mix amidst the dynamics of digital transformation, advancing toward a truly integrated framework for service marketing innovation.

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