Service quality is how good a service is. For example, if you go to a restaurant, the food, the speed of the service, how friendly the staff are and how clean the restaurant is, all make up the service quality. If the food is cooked well, the service is fast and friendly, and the restaurant is clean and welcoming, then the service quality is high. If the food is not cooked properly, the service is slow, the staff are not friendly and the restaurant is dirty, then the service quality is low.