This exploratory study examines relevant factors affecting consumers' evaluation of product and service quality in the context of Internet retail food purchasing. A total of 489 anecdotes, written by online consumers based on their own shopping experience, were collected and content analyzed. In turn, 18 quality dimensions and 58 sub-attributes were identified. The asymmetric effect of positive and negative attribute-level performances on consumer dis/satisfaction was discussed. The impact of two delivery strategies on consumers' perceived quality was also examined. Finally, managerial implications and recommendations were provided in order to pave the way for possible improvement of the quality of Internet retail food purchasing and, in turn, consumer satisfaction.