This paper emphasizes the importance of simulation to understand and manage service quality data for Internet Service Providers. This research has identified the fact that many studies involving service quality has focused on system level service quality issues (technical service quality) and not much attention has been given to functional service issues that affect ISP business performance (customer responsiveness, complaints handling and empathy). We introduce an integrative simulative framework that captures the key functional service quality dimensions and also show how data from popular service quality models can be used in simulation studies. The framework was implemented using a series of simulation case studies reflecting service quality in Australian ISP industry context. We argue that such an approach should be institutionalized for ISPs to use service quality data more effectively to make competitive marketing decisions and achieve service differentiation which is key to their survival in a competitive ISP market.