In a good term, the service sector in this digital era has been altered and influenced by the use of the Internet. One of the changes is in the payment option; people nowadays have embraced in a cashless transaction. In such, e-wallet (an application in the smart/mobile phone setting) plays its role. As time goes by, the competition in this industry has become fierce. To be the first choice for the customers, the provision of an excellent service is essential. In this sense, this research aims to analyse the service quality of e-wallet according to the competitive zone of tolerance. It was performed by benchmarking against its competitors and prioritizing the service attributes to be enhanced. A case study has been conducted to assess the service quality of an Indonesian-based e-wallet application. Result shows that the object of the research needs to improve its performance compared to its competitors. Recommendations as a part of continuous improvement also provided. This research is expected to provide a company with valued insights into the attributes which reflect perceptions of the customers.