This research investigated Electronic Service Quality (E-SQ) features that contribute to customer satisfaction in an online environment. The aim was to develop an approach which improves E-CRM processes and enhances online customer satisfaction. The research design adopted mixed methods involving qualitative and quantitative methods to conceptualize the problem and the solution, and to develop an executable prototype of an E-Commerce portal. The findings contribute to the body of knowledge with a validated scale for the assessment and implementation of the proposed E-SQ features. The proposed approach may be implemented by E-Commerce developers to improve online customer satisfaction. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]