International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878, Volume-8 Issue-4, November 2019 9498 Published By: Blue Eyes Intelligence Engineering & Sciences Publication Retrieval Number: D9782118419/2019©BEIESP DOI:10.35940/ijrte.D9782.118419 Abstract: India is a country where maximum growth is witnessed in ecommerce. Most of the firms have started to adopt technology because of the benefits associated with that. In this study the researcher measured the impact of service quality on various behavioral dimensions like word of mouth, revisit and intention to purchase in internet shopping. The study was conducted from online shoppers of Dakshina Kannada district of Karnataka in India because of the high adoption rate among the people. A total of 350ssamples was collected from various taluks of Dakshina Kannada district in proportion to its population. The researcher found out that E-Service quality have a strong positive influence on consumers buying decision which influence satisfaction and finally that leads to creation of a category of consumers who are loyal to the firm and show very positive post purchase behavior. In comparison with the various dimension of service quality it was found that ease of use and ease of navigation had maximum impact on the customers. The firms should also target their marketing efforts on creating a positive service encounters; this will lead to a better satisfaction rate. Keywords: Customer loyalty, Customer satisfaction, Customer services quality I. INTRODUCTION The internet commerce industry has passed a stage where acquiring a customer was a challenge to the current era where retention and turnover has become a challenge. The competition between the dotcom companies has reached such a stage where we regularly witness price wars because of which price is not a tool which can be used to achieve competitive advantage. The focus is currently on non price tools such as service quality and loyalty to attract and retain customers and this has proved to be rewarding in many ways for industry leaders. The companies always spend less on customers who keep revisiting compared to new customers so this will help the firms in achieving their financial as well as non financial objectives. For achieving better results it is compulsory for the companies to find out what customers expect from them. In the context of the current study there are two types of consumers that is internet purchasers and internet non-purchasers. In this study we have focused on internet users because they will be in better position to analyze and tell Revised Manuscript Received on November 22, 2019. * Correspondence Author Zoheb Ali K*, Department of management studies , P A College of Engineering, Mangalore, India .Email: zoheb_mba@pace.edu.in Dr. Rashmi Kodikal, Department of management studies , P A College of Engineering, Mangalore, India .Email; rashmikodikal@gmail.com us the expectation they feel from internet commerce sites. This will also help us in attracting non users to tryout their service which can lead to better penetration of the market because in a country like India still large portion of the people are non users that is traditional users who like do business in the olden way of visiting the stores. The ideal objective of all the E commerce firms should be to continually maintain an increasing rate of service quality that will satisfy existing customers and also help in attracting potential customers. Most of the Firms large or small face the problem of limited resources so understanding where investment has to be done is very critical , this study is aimed at helping firms make the decision on where should resources be used and what strategy to adopt. If the firms are able to understand the various perception of internet purchasers and non purchasers then their strategy can give better results because a requirement of internet purchaser and concerns of internet non purchasers are entirely different. Nevertheless very fewer studies have been done focusing of internet purchasers in the Indian context because the environmental factors differ vastly in India compared to other countries. Therefore this article is aimed at improving the knowledge of various E service quality determinants and impact of those on loyalty and satisfaction. The three research objectives of this study are as given below:  To analyse the various service quality variables and its impact on buying behaviour.  To elucidate the nature of relationship between E service quality, loyalty and trust. In the current scenario due to the advent of modern technologies functions of various gadgets are being clubbed together into single devices which are supported by telecom firms with stable internet connection. Because of these reasons more people from every corner of our country have started to rely on them and this increased penetration in the market has made it a compulsion for them to study the customers. The success of every firm depends on the customers and their level of satisfaction. So the core objective was to analyze the relationship between service quality perception, satisfaction loyalty and trust. Perceived E-Service Quality (Pesq) and Its Effect on Consumer Satisfaction and Web Site Loyalty on Customers Zoheb Ali K, Rashmi Kodikal