The research in the area has largely ignored the moderating effects of the customer trait, self‐efficacy, on the electronic service quality model. This study examines the degree to which electronic service quality dimensions influence overall service quality, which in turn affects customer satisfaction and loyalty. On the basis of self‐efficacy theory, this paper argues that outcome quality is the most important predictor of overall quality, whereas environment quality is the least important predictor of overall quality, particularly when self‐efficacy is high. Additionally, the paper demonstrates that self‐efficacy strengthens the link between customer satisfaction and both repurchase intention and word of mouth. Data collected from 162 participants provide support for most of these hypotheses.