The purpose of this study is to classify and assess the importance levels of the quality attributes of E‐S‐QUAL measurement scale, aiming to focus on the most important attributes to improve.

E‐S‐QUAL measurement scale is classified according to Kano's model and the relative importance levels of the E‐S‐QUAL quality attributes are revealed via analytical hierarchy process (AHP). The data of the study were gathered through a questionnaire, which consisted of four parts and was applied to 202 online shoppers in Izmir/Turkey.

Almost all of the quality attributes are placed under one‐dimensional category. Privacy dimension is found to be a high value‐added attribute, whereas the least important attributes are found to be within the efficiency dimension. None of the quality attributes of E‐S‐QUAL are regarded as attractive attributes.

This study is expected to attract the attention of practitioners on the most important quality attributes that affect customer satisfaction, which will help them reduce the time‐consuming and heavy efforts on improving the e‐service quality attributes that would not matter to the customers. The authors hold that the proposed evaluation of e‐service quality measurement scales, in general, provides an effective and operational procedure to assess customer perception toward the quality of online service; so that firms can achieve higher levels of customer satisfaction through increasing the level of quality of their online services

This study is expected to contribute to the literature, as being the primary study focusing on the classification of E‐S‐QUAL quality attributes through Kano's Model by determining the relative importance levels via AHP.