The purpose of this study was to explore the customers' assessment and the dimensions that influence customers' purchase and repurchase intention of Laras Online Laundry Service in order to develop the online laundry service quality framework. A qualitative research design with a single-case study approach was employed to answer the research questions. The conceptual framework of this study was based on the theory of E-S-QUAL developed by Parasuraman, Zeithaml, and Malhotra. Twenty nine customers were selected as a sample by purposive sampling method. All of the participants were interviewed face-to-face by the researcher. The researcher conducted the observation of the online laundry service in actual setting and collected the documents of Laras Laundry as part of the data collection. Thematic analysis on the interview data was performed by using ATLAS.ti to identify the theme emerged from the data. The result showed that the online laundry service quality framework consis.....

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