The analysis of the research data confirmed the four factor structure of E-S-QUAL in the
context of e-commerce in Greece and produced similar results to those of the initial research. Efficiency
was proved to be the highest ranked dimension since it has a significant positive effect on all three
dependent variables, namely perceived overall quality, value and loyalty. Privacy has a positive
significant effect on both perceived overall quality and value. Fulfillment was found to have a
significant positive effect only on perceived overall quality, while service availability affects positively
only perceived value.