THE CONTRIBUTION OF MARKETING RESEARCH TO THE ASSESSMENT OF CUSTOMS SERVICE QUALITY

This article examines the contribution of marketing research to the assessment of customs service quality through conceptual analysis. Academic studies, methodological guidelines developed by international organisations, and published reports are comparatively analysed. The technical, functional, and digital dimensions of service quality are systematised and linked to appropriate measurement instruments. The proposed framework integrates SERVQUAL, SERVPERF, and e-GovQual with release-time measurement, institutional performance assessment, and international benchmarking. The experience of customs digitalisation in Uzbekistan is considered as an applied illustration of the framework. Recommendations focus on integrating client perceptions with operational indicators, reporting findings by user segment, and strengthening analytical capacity. The study also highlights the need for subsequent empirical validation of the proposed framework using survey data and administrative records, with particular attention to comparable reference periods and procedural segments.