This study reveals and illustrates how online store customer's perspective about e-Service Quality, e-Satisfaction and e-Loyalty, as expressed in online customer reviews. The discussion associated with the online shopping phenomenon for the search good and experience good category in apparel product lines -especially shoes. Using data from Zappos.com's customer reviews, interpretive analysis which focused on customer evaluations of the service quality, and how the customer connect it to

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... tion and loyalty. Data with review depth of more than 15 lines within 18 months period (January 2011 -March 2012 was used to reveal the customer's perspective of the studied dimensions.