This study investigates business-to-customer (B2C) electronic commerce services from a quality management persp ective. We propose a nov el quality management approach that is based on human factors engineering to manage e-commerce service quality and operate according to customer needs. First, we screen credible quality requirements and determine their weights by integrati ng Kano’s model with our previous work, includ ing the model of B2C website service qua lity. Then, we can extract quality characteristics according to image words and credible customer requirem ents. The weights of the quality characteristics are ded uced by refining characteristics through a house of quality reconstruction and mapping customer requirements to characteristics. Finally, based on related theories or viewpoints, the operating practices for quality characteristics entail quantitative outpu t with importance and grades taken into consideration. Our experimen tal results demon strate that operating practices can help managers understand e-commerce service quality and have useful implications for companies in the management of e-commerce service quality. 2013 Elsevier B.V. All rights reserved.