There are a few limitations of this research that should be considered when interpreting its findings. In this research, not all of the diverse business level and individual level factors that may drive e-loyalty were included. In addition, a more comprehensive model of e-loyalty might be developed. Replication of this research in different business and product settings in both cross-sectional and longitudinal studies could also help extend the validity of these findings. Learning more about the critical relationship between e-satisfaction and e-loyalty should be a top priority for scholars and practitioners as domestic and world competition for loyal customers and profits increase in relatively slow growth markets.