The objective of this study is to prioritize the e-service quality dimensions in e-tailing that attract and retain customers which help e-tailers attain a competitive advantage in the market. Measurement and improvement of electronic service quality is of paramount importance for e-tailers. The Analytical Hierarchy Process (AHP) is used to rank the identified e-service quality dimensions in this research. The eight main dimensions in e-tailing identified through literature review were ranked using the AHP method. Delphi technique was used to obtain data from 10 experts who are consultants in the area of e-tailing to conduct AHP analysis. The results prioritized the e-service quality dimensions and their sub-factors and the results also revealed that privacy and security, customer service and system availability are the most important dimensions of e-service quality in e-tailing sector. The research’s conclusions aided in understanding the various priorities and related weights of the various aspects of e-service quality that were ultimately rated according to the weights. E-tailers can take necessary steps to monitor and improve performance on those dimensions that ultimately result in customer happiness, loyalty, and retention by prioritizing the service quality dimensions.
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