Evidence exists that one successful strategy to satisfy and retain customers is offering superior service quality. Motivated by the growing interest in e-commerce, we focus our research questions on identifying the key dimensions of e-commerce service quality and its relationships to customer satisfaction and loyalty. In exploring answers to our research questions a hypothesized model is proposed and empirically tested using a research survey with 370 online shoppers. Salient results include: (1) key dimensions of e-commerce service quality are website usability, information quality, reliability, responsiveness, assurance and personalization; (2) customer satisfaction is influenced mostly with the perception of reliability, while customer loyalty is affected by the perception of assurance; (3) customer retention is predicted by the customer satisfaction index. Results of the study contribute to the nascent body of research in e-service quality and offer unique insights for managers of online firms on how to manage the quality of their e-commerce e-service.