The development of technology and information has influenced people's lifestyles in making purchases, from conventional to online shopping. Therefore, research on online marketing becomes an interest for academic and practitioners in recent years. This study attempts to build customer loyalty in online marketing by investigating the relationships between e-service quality, e-trust, e-satisfaction, and e-loyalty. The measurement of e-service quality is reconstructed based on the review on conceptual and empirical literatures. Hence, the long-term goal of this research is to build customer e-loyalty through the reconstruction of eservice quality dimension.