Advancements in digital technologies have transformed the way services are delivered, making e-service quality a critical determinant of customer satisfaction, trust, and loyalty in online environments. Traditional service quality models such as SERVQUAL are insufficient in capturing the unique features of electronic services, which are largely characterized by automation, self-service interfaces, and limited human interaction. To address this limitation, Parasuraman et al. (2005) introduced the E-S-QUAL model, defining e-service quality as the degree to which online platforms enable effective and efficient service transactions. This study conceptually examines the core dimensions of e-service quality and their role in shaping consumer perceptions in online service settings. The E-S-QUAL framework comprises four key dimensions: efficiency, system availability, fulfilment, and privacy. Efficiency relates to the ease of use, speed, and navigational convenience of websites, which significantly enhances perceived service quality and customer satisfaction. System availability emphasizes the reliability and technical stability of online platforms, as uninterrupted service delivery is essential for reducing perceived risk and building consumer trust. Fulfilment refers to the accuracy of service promises, including correct order processing and timely delivery, which strengthens customers’ confidence in service providers. Privacy and security address concerns related to data protection and transaction safety, which remain critical factors influencing customers’ willingness to engage in online transactions. Prior empirical evidence confirms that these dimensions collectively contribute to e-satisfaction and long-term customer loyalty. The study underscores the importance of continuous technological enhancement and customer-oriented system design in sustaining superior e-service quality.
Kasunthika* et al. (Tue,) studied this question.