As the Internet retailing market grows at an inceasing rate, those who use the Internet as a retailing channel have realised that service delivery and service quality are as important for the Internet environment as for the bricks-and-mortar environment. The absence of a valid and reliable instrument to measure service quality in this new environment has, however, bedeviled the endeavors of both scholars and practitioners to effectively measure and thus manage service-quality strategies. The first scale developed that effectively captured the nature of electronic service quality from the perspective of online shopping through a retail Website was the E-S-QUAL scale.