Education service quality is central to the academic reputation of a university and employability of its graduates. Pakistan is striving successfully in improving its higher education sector for socioeconomic development from individual to national level. The present study intends to explore education service quality in universities of Pakistan by using exploratory qualitative method. The research relied on the perception of 60 postgraduate students recorded through semi-structured interview schedule mainly based on the Higher Education PERFormance (HEdPERF) model. Interviews were audio-recorded, and subsequently, thematic analysis of the transcribed interviews was made. Education service quality data included six indicators – admissions, academic aspect, nonacademic aspects, reputation, access, and programs issues. The study found that the admission services quality was reported satisfactory because of assured transparency in the admission processes at all the sample universities. Education service quality for the rest of the five indicators was reported to be of low level. Based on the findings, this research recommends that education service quality is heavily required to be improved by accommodating student voices and concrete measures are mandatory to improve it from present marginalized state to its highest echelon as per student satisfaction as well as market demand of higher education sector. [ABSTRACT FROM AUTHOR]