Abstract

The service sector's quick move to digital has changed how people think about, judge, and help generate service quality. Traditional frameworks like SERVQUAL and SERVPERF, while essential, are progressively unable to encapsulate the intricate interactions among technology, customer experience, and personalization that characterize the digital economy. This research presents the notion of Service Quality 4.0, an integrative framework that redefines service quality in relation to Industry 4.0, digital platforms, and AI-driven interactions. Utilizing service-dominant logic, experience theory, and digital transformation literature, the research introduces a multidimensional model that includes technological quality (automation, interactivity, personalization), experiential quality (usability, emotional engagement), and relational quality (trust, responsiveness, and co-creation). A mixed-method study methodology was utilized: qualitative interviews with digital service managers facilitated construct creation, succeeded by a quantitative survey of 400 digital customers, examined using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Empirical findings confirm the comprehensive framework of Service Quality 4.0 and illustrate its substantial influence on digital trust, satisfaction, and loyalty. The results show that both technological and experiential factors work together to affect how people think about service quality in digital ecosystems. The research enhances marketing and service management literature by presenting a novel conceptual and measurement framework that reconciles service quality theory with the reality of digital transformation. For managers, it gives businesses useful information on how to improve customer experience, platform trust, and their competitive edge in the digital age.