Despite the fact that service quality is a critical determinant of website success, studies show that consumers frequently view the service quality delivered through websites as unsatisfactory. This paper outlines a study that investigated the dimensions of website service excellence valued by Irish customers of a small-to-medium enterprise specialising in gifts. The E-S-QUAL measurement instrument was applied to the customers who purchase products online from this retailer, in order to determine their purchasing patterns and the dimensions of e-service quality that they value. The results of this study indicate the effectiveness of the instrument in determining gaps in e-service quality. The findings will be of benefit both to practitioners and researchers seeking to improve their understanding of the factors that contribute towards the creation and maintenance of consumer satisfaction in Irish online transactions. © 2009 Springer Berlin Heidelberg.