Service companies play a significant and dynamic role in the financial and economic development of a country in the current viable business world. The importance of service quality was determined through the utilization of an extensive array of studies. As the world has evolved over the past few years, particularly within the service industry, many service companies are increasingly focusing on service quality in order to obtain a competitive advantage, as they offer undifferentiated services in a rival marketplace. The service industry, which encompasses retail transactions and market operations, has been significantly altered by technology and continues to develop. However, there is a substantial likelihood that the industry’s digital enslavement could have significant consequences for individual companies and even expand into systemic issues. Service quality is considered a critical success factor for organizations to differentiate themselves from competitors, and a successful service business must attract new customers and encourage existing customers to continue using the products and services provided rather than switching to competitors. Service institutions worldwide are reevaluating the manner in which they are currently satisfying the requirements of their customers and developing business strategies to purposefully parallel them in order to remain cost-effective and viable in the future. In the service sector, service quality has emerged as a critical determinant of success and recognition. Service companies must identify factors that ensure long-term success in order to survive in this intensely competitive sector. Service providers that excel in quality service can have a distinct marketing edge, as high levels of service quality is associated with increased revenues, increased cross-sell ratios, higher customer retention, and expanded market share. Similarly, the provision of high-quality services improves employee morale, financial performance, and profitability, increases productivity, leads to higher market shares, lowers staff turnover and operating costs, and helps attract new customers through word-of-mouth advertising. The literature contains a significant number of empirical studies on service quality. However, the majority of these studies measured service quality by replicating or adapting the SERVQUAL model. It is important to note that the services provided by most service institutions are similar, and as they expand, there is a tendency for service to be replaced by volume delivery in order to increase profitability.