Purpose - The objective of the present research is to explore the construct of perceived sequential service quality in service-encounter chains. Design/methodology/approach - The study is based on a qualitative approach. Based on two case studies in the Swedish automotive and retail industries, the research applies a six-dimensional, dual-perspective construct of sequential service quality. The theoretical framework is derived from the constructs of service quality and service encounter. Findings - The case studies do not indicate any dramatic differences in perceptions of the sequential service-quality construct - despite the differences that exist between the industries. Although these industries are thus generically different, sequential service quality in service-encounter chains is recognized as being important in both industries. It is contended that the six-dimensional construct employed in the present study contributes to the exploration and conceptualization of sequential service quality in service-encounter chains both from an upstream-downstream and from a downstream-upstream perspective. Although some minor differences exist, the overall conclusion is that the construct is valid and useful in understanding and exploring these important issues. Research limitations/implications - Research and practice needs to extend well beyond single interactive constructs of service quality. The research approach introduced here - of sequential service quality in service-encounter chains - contributes to an extended research agenda. Originality/value - The approach might be fruitful in a number of areas for both researchers and practitioners that go beyond the boundaries of the currently accepted constructs and applications of service quality. © Emerald Group Publishing Limited.