Service quality research focuses on evaluating and improving the quality of services provided to customers by businesses and organizations. This research area typically involves examining various aspects of service delivery, such as responsiveness, reliability, empathy, assurance, and tangibles. Researchers in this field often study customer satisfaction, loyalty, and retention, as well as the impact of service quality on organizational performance and competitiveness. The goal of service quality research is to identify best practices and strategies for delivering high-quality service and creating positive customer experiences.