Confirmatory factor analysis was used to evaluate the construct validity of SERVQUAL, an instrument intended to measure consumer-reported service quality. Results indicate the hypothesized conceptualization of service quality was not valid in a health care setting. It is suggested that additional measurement attention to consumer perceptions may provide further insight into subjective health care service quality evaluation. Implications of failing to consider the measurement properties of this and other constructs are discussed. © 1991, SAGE Publications. All rights reserved.