We attempted to clarify the dimensions of e-service quality and their role in producing perceived value and loyalty among customers of e-commerce websites. We particularly examined whether e-quality consisted of two groups of dimensions: (i) functional; or (ii) hedonic quality. Based on a survey of 1201 online customers of Spanish travel agencies, we used structural equation modelling to show that both types of quality are distinct dimensions of e-quality and that both have positive and significant influence on perceived value. In addition, perceived value was shown to have a significant impact on loyalty, thus validating the chain from service quality-to-perceived value-to-loyalty in the context of e-commerce. The implication for e-service managers is that they must be aware of the importance of hedonic quality in seeking to attract and retain customers.