Abstract: Effective advertising, good usability and creating value are important in an E-Commerce environment to attract and retain customers. In the Human-Computer Interaction (HCI) literature, research into the success or failure of Business to Consumer (B2C) E-Commerce sites has primarily focused on the usability. While increasing the usability is important, even if an E-Commerce Web site conforms to the Web design heuristics and usability guidelines, it might not always generate a positive Total Customer Experience (TCE). Therefore, it is important that along with usability heuristics, Customer Relationship Management (CRM) strategies are integrated into the design of the E-Commerce environments for developing robust and long-term on-line customer-organisation relationships. We report on a project that is a part of an on-going cross-disciplinary research programme at the Open University, UK, which aims to integrate HCI and CRM strategies into the design and evaluation of E-Commerce environments. In this project, we have examined the customer’s interaction with E-Commerce environments and how a B2C relationship can be effectively supported from a customer’s perspective. Based on intensive research that involved collecting data from naturalistic observations of customers shopping on E-Tailing environments, interviews, group interviews, and by identifying the negative incidents or obstacles that mar the customer’s TCE, we have developed E-SEQUAL (E-SERvice QUALity), a framework for on-line service quality.