“…With little modifications in SERVQUAL due to contextual differences, it has been found valid in various services sectors. For example, educational institutes (Akhlaghi, Amini, & Akhlaghi, 2012), insurance companies (Tsoukatos & Rand, 2007), Travel agencies (Bigne´, Martı´nez, Miquel, & Andreu, 2003), Banks (Karatepe, Yavas, & Babakus, 2005), Islamic banks (Ali & Raza, 2017), hospitality industry (Akbaba, 2006), telecom (Johnson & Sirikit, 2002) etc. Although SERVQUAL is a recognized model and is highly applicable in services sector, it has been subject to criticism.…”