This paper examines the factors of E-learners' perceptions of service quality across the physical appearance of the learning management system, assurance of the personnel's level of knowledge, and the customized attention to needs. We use a survey to measure the five dimensions of SERVQUAL scale adapted to the e-learning context. A total of 325 responses were obtained. To validate our scale, we used both exploratory and confirmatory factor analysis. We found that the most important determining factors for e-learning are the ergonomics which defines how attractive the E-Learning system is, the assurance corresponding to the instructors' ability to satisfy the students' needs and the empathy corresponding to the attention given to each individual student. We also found that in the case of e-learning, the relative importance of the dimensions of perceived quality is different from that which is typically observed in other traditional services. Our findings allow educational institutions to improve their understanding of the expectations and the perceptions of the E-learners.