Customer’s loyalty is one of the biggest concerns by companies today. Most companies are trying to create and keep customer’s loyalty. With the development of the Internet, more and more companies are finding new ways to do business. The concept of “e-loyalty” has been an area of growing interest by both companies and in the scholarly literature. How to build e-loyalty (i.e. loyalty to the websites that organizations develop) has become the focus of this study. This thesis is based on the topic purpose of gaining a better understanding of online customer service in building e-loyalty. A qualitative, case study approach is used to investigate four websites. Research questions related to the online environment as well as the organizations customer service and response to inquiry were stated. Our findings show that an online environment as well as how a customers is handled (and responded to) are of key importance in building e-loyalty.