Within dominant marketing approaches, service quality is conceptualized as a fixed set of static service dimensions such as reliability and responsiveness that reflect consumer expectations and/ or perceptions. As an alternative to the dominant approaches, the aim in this work is to identify and describe the consumer's lived experience of service quality. Achieved through an interpretive approach the findings presented here demonstrate that the dimensions and attributes consumers' use for evaluating service quality are based upon what service quality means to consumers and how consumers experience service quality in a particular services context. Moreover, the findings show that the experiential meaning of service quality varies and this theoretical contribution has important implications for improving service quality and future research on service quality.