Worldwide electronic retail (e-retail) sales have proliferated over the past decade. Academic research highlights electronic service quality (E-SQ) as a key driver of success in this market, directly influencing customer satisfaction and loyalty. E-SQ reflects how customers evaluate the quality of services provided by e-retailers.This doctoral thesis addresses the research question: “Which E-SQ aspects should be integrated into a contemporary and comprehensive E-SQ framework for e-retail?” To answer this, the study develops an updated E-SQ framework that integrates both established and novel dimensions and factors. It validates existing insights while identifying new elements that capture today’s e-retail environment. An update is necessary because foundational concepts (e.g., Zeithaml et al., 2000; Wolfinbarger & Gilly, 2003; Parasuraman et al., 2005; Holloway & Beatty, 2008; Blut, 2016) have received limited revision and do not adequately capture recent developments, such as mobile responsiveness, in-store pickup, accessibility for individuals with impairments, or order location accuracy.The study applies a triangulated methodology combining a systematic literature review, a quantitative analysis of 30,549 online reviews, a qualitative analysis of 1,000 reviews, and a structured website evaluation of six major U.S. e-retailers (Amazon, Apple, Best Buy, Home Depot, Target, and Walmart). Together, these methods integrate three perspectives: academic theory, consumer experience, and e-retail practice.The proposed E-SQ framework is structured along the customer journey. It consists of eleven E-SQ dimensions: (1) User Interface, (2) Product Offering, (3) Price, (4) Purchase Process, (5) Fulfillment, (6) Customer Service, (7) Customer Protection, (8) E-WOM Trustworthiness, (9) Ethical, Social, Economic, and Environmental Aspects, (10) Information Accuracy, and (11) Personalization. These are supported by 63 E-SQ factors, 37 of which are newly proposed. Novel factors, such as User Interface Accessibility for Individuals with Impairments, User Interface Responsive Design, Fulfillment Delivery Location Accuracy, and Customer Service Language Skills, address E-SQ aspects that have been underrepresented in prior research. In addition, four dimensions—Customer Protection; E-WOM Trustworthiness; Ethical, Social, Economic, and Environmental Aspects; and Information Accuracy—are positioned as central and novel components of E-SQ.The triangulated methodology enriches the findings, ensuring they reflect both theory and practice. Theoretically, the design presents a holistic, balanced, and validated model of E-SQ, providing a replicable framework for future studies. Beyond e-retail, this approach can be applied in other sectors, such as healthcare, hospitality, and aviation, where complex interactions among theory, consumer experience, and organizational practice influence service quality.This thesis further introduces precise E-SQ terminology, providing explicit definitions of E-SQ-related terms to strengthen conceptual clarity and establish a shared field language.From a managerial perspective, e-retail managers are encouraged to adopt a customer-centric view of the customer journey, foster cross-functional collaboration across departments, and monitor customer feedback alongside competitor websites. Attention to small operational details, the use of practical tools, and a focus on inclusivity and sustainability can enhance E-SQ, strengthen customer loyalty, and support long-term business outcomes.Together, the proposed E-SQ framework offers a robust theoretical model. It validates the foundations of existing theory, systematizes E-SQ knowledge, proposes novel and critical E-SQ elements, employs a methodologically innovative design, initiates a common field language, and provides managerial guidance. As such, it establishes a foundation for further conceptual development in the E-SQ field. Collectively, these contributions offer a more systematic basis for future E-SQ research and a practical framework for industry application.