<![CDATA[The rapid development of e-commerce in Indonesia has intensified competition among platforms, including Shopee, which continues to face various service-related challenges that may create gaps between users’ perceptions and expectations. This study aimed to analyze the electronic service quality (e-service quality) of the Shopee platform using the E-S-QUAL framework and Importance–Performance Analysis (IPA) to measure service quality gaps and identify priority areas for improvement. The results showed a grand mean perception score of 4.19 and a grand mean expectation score of 4.70, resulting in an average SERVQUAL gap of ?0.51, indicating that service performance had not fully met user expectations. The largest gaps were identified in promotional price consistency (P7; gap = -0.93), access to customer service (CS) communication channels (P20; gap = ?0.75), and problem resolution by customer service (P12; gap = -0.73). Based on the dimensional analysis, the Contact and Fulfillment dimensions required the greatest attention for improvement. Meanwhile, the IPA matrix placed indicators P5 (free shipping), P10 (clear product descriptions), P14 (personal data protection), and P20 (access to customer service communication channels) in Quadrant I, indicating that these indicators represented the most urgent priorities for service improvement.]]>
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