This research aims to investigate the process and factors relevant for developing customer e-loyalty from an e-service quality experience perspective. Based on previously published loyalty studies and e-commerce literature, an integrated model of e-loyalty development process is proposed by including and validating value perception and the e-service quality scale eTailQ scale. The eTailQ scale consists of website design, security/privacy, value perception, reliability and customer support and is mediated by the trust and satisfaction. Data was collected from 140 e-commerce users and analyzed with LISREL 8.8. The empirical results demonstrate that value perception and eTailQ scale are effective in developing customer loyalty and both e-satisfaction and e-trust have played important roles in shaping the e-loyalty development process. Contradictory to the traditional loyalty literature, this study unveils that customer support does not play a significant role in the e-loyalty development process. Theoretical and pragmatic implications are provided to help guide future research in the e-commerce domain.