Purpose - The purpose of this study is to conduct a comprehensive review of the existing literature on service quality, with a specific focus on the AYUSH healthcare industry. This research seeks to identify and analyse the various dimensions of service quality that are relevant to AYUSH services, exploring the frameworks and criteria used to measure these dimensions. By critically examining previous studies and theoretical models, the study endeavours to highlight both well-established and emerging aspects of service quality within AYUSH healthcare. Furthermore, the study aims to address notable research gaps in the literature, particularly those related to the assessment of different service quality dimensions and their direct and indirect impacts on patient satisfaction. This in-depth understanding will contribute to the development of improved service quality measurement tools and strategies tailored for the AYUSH healthcare sector.

Design/Methodology/Approach - A systematic literature review process was meticulously employed to achieve the study's objectives. The process began with an extensive search of academic databases and other reputable sources to gather a comprehensive pool of research articles related to service quality in the AYUSH healthcare industry. Clearly defined inclusion and exclusion criteria were established to ensure the relevance and quality of the selected studies. These criteria considered factors such as publication date, study design, industry focus, and methodological rigor. Through this rigorous screening and evaluation process, an initial set of 100 research articles was identified. Subsequently, these articles underwent further assessment, and only those that directly addressed the study's research questions and met all quality benchmarks were included in the final analysis. This approach ensured that the literature review was both thorough and focused on the most pertinent and high-quality research available.

Findings - The study identified 44 distinct dimensions used to assess healthcare service quality, highlighting the complexity and multifaceted nature of quality evaluation in the healthcare sector. Among the various tools employed, the SERVQUAL dimensions emerged as the most widely applied framework for measuring service quality, indicating their broad acceptance and relevance in healthcare research and practice. SERVQUAL's focus on aspects such as reliability, assurance, tangibles, empathy, and responsiveness makes it a comprehensive tool for evaluating patient perceptions and expectations, thereby supporting continuous improvement initiatives within healthcare organizations.