The Internet currently plays an important role as a business medium. In recent years in Turkey, e-commerce uptake has accelerated rapidly. As the number of people who shop online continues to grow, so too does the need to understand why and how users choose to shop online rather than in traditional channels. This naturally leads to the increase in research being conducted around gaining a better understanding of how to facilitate the future of e-commerce. It can be said that two of the most important aspects of e-commerce are e-service quality and e-service recovery. The main purpose of this research was examining the effects of the dimensions of e-service quality and e-service recovery on customer e-loyalty. This study intends to understand the e-service quality and recovery of Internet companies from the consumer perspective, by identifying the main factors that are able to predict the e-loyalty of consumers. Furthermore, the study identifies the influence of the individual dimension of e-service quality and e-recovery on service loyalty. As a result of analysis, one of the sub dimensions of service quality efficiency and sub dimensions of e-service recovery contact are the most important factors affecting e-loyalty. Online retailers are provided with tactical strategies on how to immunize online shoppers' loyalty against switching behavior. (C) 2013 The Authors. Published by Elsevier Ltd.