Service quality is a key success factor in rapidly developing markets that crucially acquire customer satisfaction and retention. In this study, a systematic literature review following the PRISMA review protocol addresses service quality approaches and models. Following the service quality model's conceptualization and dimensionality, the models' applications in the tourism industry, in general, have been covered while shedding light on their applications in the Hajj event, one of the world's largest annual massive gatherings in Saudi Arabia. The outcomes of this effort are aimed at developing a novel framework with standardized, relatively comprehensive dimensions that suit Hajj service clusters and assimilated stakeholders.