The issue of web-site quality is tackled from the perspective of the ‘voice of the customer’. Quality function deployment (QFD) is adopted as a framework for identifying web-site qualities demanded by users, which are gathered through a quality workshop. From the workshop an instrument for assessing web-site quality is developed (WebQual) and tested in the domain of UK business schools. The results of the WebQual survey are presented and analyzed, leading to the generation of a WebQual Index of web-site quality. Work under way to extend and refine the WebQual instrument includes electronic commerce evaluation, where web-site service quality is proposed as a key issue.