With the rapid advancement of technology and the increasing prevalence of online interactions, businesses must adapt their strategies to meet the changing needs and expectations of customers in the digital age. This research paper aims to explore models and theories related to service quality in the context of online customer experiences. By analyzing and synthesizing existing literature, this study provides valuable insights into the dimensions, determinants, and measurement of service quality in the digital realm. Additionally, it highlights the significance of adopting appropriate models and theories to enhance online service quality and improve customer satisfaction and loyalty. By delving into the models and theories of service quality in the digital age, the study aims to provide valuable insights to businesses and researchers seeking to optimize online customer experiences and strengthen their competitive advantage in the increasingly digital marketplace.