Taking into account the limitations observed in earlier studies, this work develops a new instrument for measuring perceived quality in the distribution of internet services. Let us start by looking at measurement instruments designed in previous work, and in particular the SERVQUAL scale, as this has been successfully applied to numerous sectors, both in physical and virtual environments. In fact, various online service quality studies are based on the SERVQUAL scale (e.g. Barnes and Vidgen, 2002;