We attempted to clarify the dimensions of e-service quality and their role in producing perceived value
and loyalty among customers of e-commerce websites. We particularly examined whether e-quality
consisted of two groups of dimensions: (i) functional; or (ii) hedonic quality. Based on a survey of 1201
online customers of Spanish travel agencies, we used structural equation modelling to show that both
types of quality are distinct dimensions of e-quality and that both have positive and significant influence
on perceived value. In addition, perceived value was shown to have a significant impact on loyalty, thus
validating the chain from service quality-to-perceived value-to-loyalty in the context of e-commerce.
The implication for e-service managers is that they must be aware of the importance of hedonic quality
in seeking to attract and retain customers.