With the rapid development of B2C market in China, how to effectively evaluate eservice quality of online shop has become a key factor to enhance competitiveness.As TMall is the largest B2C online mall retailer in China-not only its scale but its operating model has a good representativeness, so we built a hierarchy evaluation index system of e-service quality based on the classic SERVQUAL model for a case study of TMall.Validity and reliability analyses are applied to ensure the index systems reliability.Finally, rational e-service evaluation was based on the fuzzy comprehensive evaluation which quantified the customers perception to e-service quality.In order to help B2C online shops in China develop their e-service and enhance their competitiveness, our research scientifically provides theoretical basis for evaluation and reasonable recommendation for their improvement.