The SERVQUAL instrument has been widely tested in marketing literature to measure service quality in various service settings including telecommunication. Most of these studies to date have treated SERVQUAL as a reflective scale. The existing literature challenges the model specification of many scales including SERVQUAL. However, the existing literature does not sufficiently address SERVQUAL as a formative construct to avoid the model misspecification using the two-stage approach via PLS-SEM. Moreover, the present study revisits the SERVQUAL scale as a formative construct in the telecommunication sector of Pakistan. This study used the mall intercept approach for data collection from the cellular consumers who visited the company-operated service centers in major cities of Pakistan. The study collected 392 responses with the help of personally administered questionnaires, recording a response rate of 65.3%. The results support the formative conceptualization of the SERVQUAL scale. In addition, the results support all the hypotheses providing empirical evidence of nomological validity for the SERVQUAL scale.