PurposeDemonstrating quality in qualitative research is challenging. Excessive reliance on checklists can lead to poor quality qualitative research masquerading as high quality. We seek to equip readers with foundational understanding of how to ensure quality of their qualitative research by emphasizing a relational approach to research.Design/methodology/approachWe outline existing paradigm-specific and cross-paradigm accounts of the constituents of quality in qualitative research and identify credibility and relevance as the shared criteria. We define quality in qualitative research as a relational process wherein the relations constitutive of credibility and relevance are actively constructed throughout the research process.FindingsQuality cannot be ensured with the help of checklists alone. Quality arises from formulating a research question that is relevant; sampling for (or accessing) data through a credible process pertaining to the relevant concern; engaging analysis in a credible manner and doing justice to the data while continuing to remain relevant to the studied concern. Quality in qualitative research is a set of relationships, threaded through the entire research process, between the researcher and the researched concern, participants, data, data analysis and audience. The foundations of qualitative inquiry, across all paradigms, demand an engaged, committed researcher attending iteratively and with care – relationally – to every stage of the research process in pursuit of quality.Originality/valueWe elaborate parsimonious quality criteria that are specific to qualitative research. Adopting a relational ethic of commitment to quality at each stage of the research process is conducive towards high-quality qualitative research.