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The rapid development of Information Technology are actively changing customer purchasing behavior, and generally, it has happened in the retail industry. Recent years, E-commerce or online trading industry are actively competing with the traditional industry, and their income is sharply growing every year. E-commerce service quality is essential to achieve success, and online trading has high risks compared to conventional shopping. Because Customer doesn’t have chance to check product quality and get on hand at a particular time. Additional, They are possible to lose financial and private information during online purchasing, and it becomes the main reason to avoid online purchasing. Thus, E-Commerce always focuses to decrease customer risks and increase their trust by improving service quality such as product guarantee, web security, delivery speed, product discount, and the strategy helps the companies for improving customer purchase intention and satisfaction. In Mongolia, the E-Commerce business is new, and most companies started the business five years ago. The primary purpose of the research is to investigate the relationships of E-Service Quality, Online Purchase Intention, and Customer satisfaction. The study will help Mongolian E-commerce companies to create an effective strategy based on service quality for improving income. Primary data will be gathered from Social Media Users who have online purchasing experience and Reliability, Correlation, Regression analysis in SPSS will be used for creating the result Keyword: E-Service quality, Online Purchase Intention, Customer Satisfaction.

SERVICE QUALITY EFFECTS ON PURCHASE INTENTION AND CUSTOMER SATISFACTION: IN CASE OF E-COMMERCE INDUSTRY IN MONGOLIA