Service quality is one of the most developed marketing research fields. Simultaneously, it is one of the most fragmented ones. The goal of this article is to analyze and compare the conceptualization of service quality in four models: ServQual, ServPerf, the «European School», and ServPerval. These models stand out among the others in terms of both their theoretical and practical impacts. First, we will define, discuss, and illustrate service quality and its relationship with customer satisfaction and perceived value. Then, the aforementioned models will be presented and compared. Finally, we will discuss about the state of current literature and the development of future models.