E-service has been increasingly acknowledged by both academics and practitioners as being one of the major determinants in successful e-commerce helping companies to achieve higher levels of customer satisfaction and retention (Gronroos et al., 2000). Recently, there is interest amongst marketers and advertisers in using collaborative virtual environments (CVEs) as sites for engaging consumers in deeper and more sustaining ways. CVEs are immersive, threedimensional, virtual worlds, with multi-user access (Gerhard et al., 2004). Before committing to development on these platforms, it is essential for online service providers to understand what the customer values in a virtual online service transaction. Using the Critical Incident Technique, this research explores how customers conceptualize service quality in CVEs (v-service quality). A conceptual model of the determinants of v-service quality is introduced consisting of four main dimensions: Interaction, Product Features, Store Features, and 3D Platform Features. Given the exploratory nature of this research, further research is required to develop an appropriate instrument to measure service quality in the 3D context.