This study examines the relationship between customer loyalty and service quality in the context of e-commerce, particularly focusing on online vendors. The research hypothesizes that customer loyalty increases with perceived better service quality, both directly and through increased trust. The study also explores whether the five dimensions of service quality identified by SERVQUAL collapse into three dimensions in the online environment. The data suggest that the five dimensions collapse into three: tangibles, a combined dimension of responsiveness, reliability, and assurance, and empathy. The results indicate that the second dimension (responsiveness, reliability, and assurance) increases customer trust, while the first dimension (tangibles) is the most important in increasing customer loyalty. The study also finds that perceived risk does not significantly decrease customer loyalty, and that cost-to-switch to another vendor slightly increases loyalty. The implications of these findings are discussed, highlighting the importance of service quality and trust in building customer loyalty in the online marketplace.This study examines the relationship between customer loyalty and service quality in the context of e-commerce, particularly focusing on online vendors. The research hypothesizes that customer loyalty increases with perceived better service quality, both directly and through increased trust. The study also explores whether the five dimensions of service quality identified by SERVQUAL collapse into three dimensions in the online environment. The data suggest that the five dimensions collapse into three: tangibles, a combined dimension of responsiveness, reliability, and assurance, and empathy. The results indicate that the second dimension (responsiveness, reliability, and assurance) increases customer trust, while the first dimension (tangibles) is the most important in increasing customer loyalty. The study also finds that perceived risk does not significantly decrease customer loyalty, and that cost-to-switch to another vendor slightly increases loyalty. The implications of these findings are discussed, highlighting the importance of service quality and trust in building customer loyalty in the online marketplace.