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The primary objective of this article is twofold:(i) constructing a scale for measuring e-service quality, and (ii) examining the effects of the dimensions of e-service quality on the various types of customer loyalty. By conducting exploratory factor analysis and structural equation modeling, we found that e-service quality is measured on six dimensions: information quality, website usability, reliability, responsiveness, assurance and personalization. Furthermore, the study identifies the influence of the individual dimension of e-service quality on the different types of service loyalty. Structural analysis reveals that assurance is the most important factor affecting „price tolerance‟, while reliability is the factor with the greatest influence on „preference loyalty‟. The dimension of responsiveness is the only one having significant negative impact on „complaining behavior‟. Online retailers are provided with tactical strategies on how to immunize online shoppers‟ loyalty against switching behavior and price sensitivity. Limitations and directions for future research are offered.