Service is an important issue to be taken into consideration into companies’ strategic, tactic, and operative business activities, although the actual performance of services is done on an operative level. Generally, the topic of this research is service quality. In particular, the research is dedicated to the construct of interactive service quality in service encounters. It is a complex and challenging approach that goes beyond the current exploration of the service quality construct. Interactive service quality in service encounters requires the simultaneous consideration of the service provider’s perspective and the service receiver’s perspective. The study was performed in the Swedish automotive industry and focused on the issues of interactive service quality between a vehicle manufacturer (VM) and a selection of its most important suppliers. The major contributions of the research provide an on-the-spot-account of interactive service quality between a VM and its suppliers © 2015, Academy of Marketing Science.