Significant research and managerial attention has been devoted to service excellence over the last 20 years. We now need to focus some of that attention on service delivery through electronic channels. Evidence indicates that service is critical to online customers and that it is generally poor. The premise of this article is that we must understand how the customer evaluates electronic service quality as a foundation for improving delivery. This article discusses the definition, conceptualization and measurement of electronic service quality, then offers some ideas for future research.