ABSTRACTThe importance of service quality in improving customer satisfaction and loyalty in traditional business settings has been established through the use of such instruments as SERVQUAL.⁵⁴ However, these established service quality dimensions, or similar measures, have not been applied to electronic commerce settings. Using online travel services as a case study, an assessment tool, E-QUAL, was developed to evaluate the service quality of electronic commerce businesses from the consumers' perspective. In contrast to the existing Web site evaluation tools that focus on the “coolness” or level of “interactivity” of the site, E-QUAL is based on the proven conceptual framework of the SERVQUAL instrument and is adjusted for the unique attributes of the electronic commerce. The findings have theoretical and managerial implications for assessing quality of service for online companies.