Abstract

In an economy that is becoming more dynamic and driven by innovation, traditional ideas about service quality don't fully capture the entrepreneurial aspect that businesses use to create and deliver better value to customers. This research presents the notion of Entrepreneurial Service Quality (ESQ)—a multifaceted framework that amalgamates innovation capability, opportunity identification, and value co-creation as fundamental catalysts of competitive service performance. Utilizing the theories of entrepreneurial orientation, dynamic capabilities, and service-dominant logic, the paper introduces a novel conceptual framework that connects ESQ to customer value creation and enduring competitive advantage. We redefine service quality not as a static evaluation of service outcomes, but as a strategic, innovation-driven process that continually adjusts to customer expectations and market dynamics through a systematic literature review and theoretical synthesis. The research underscores that companies incorporating entrepreneurial thinking into service design, delivery, and customer engagement can improve innovation intensity, responsiveness, and perceived value. This conceptualization serves as a basis for empirical validation and furnishes managerial insights for organizations aiming to synchronize entrepreneurial capability with service excellence in the digital age.