Quo vadis, (e-)service quality? Towards a sustainability paradigm

Academics have researched the service quality construct from different perspectives, including services marketing, information systems, and e-commerce. In the middle of the second decade of the twenty-first century, the interest in service quality research has faded and shifted to other concepts, most notably, service value and value co-creation. This article identifies the avenues for the future research of service quality. To accomplish this goal, this paper synthesises propositions for future research on service quality from the existing studies. Then, the authors propose a new paradigm - the sustainability of service quality - by considering longitudinality that has a close relation with concepts such as relationships, service value, relationship satisfaction, and sustainable competitive advantage. This paper focuses on the e-services context.