Copyrights @Kalahari Journals Vol.7 No.2 (February, 2022) International Journal of Mechanical Engineering 627 ISSN: 0974-5823 Vol. 7 No. 2 February, 2022 International Journal of Mechanical Engineering E-Service Experience as the Antecedent of E-Trust & E-Loyalty: An Integration of Behavioral and Technology Perspective Deviprasad Ghosh Assistant Professor & Head- Digital Marketing & Strategy, Institute of Management Technology, Hyderabad Abstract - The study investigated e-service experience dimensions and their relationship with e-trust and e-loyalty by integrating behavioral and technology models. The paper integrated attitude formation theories in consumer behavior (TRA, TPB) and Information Technology theories (TAM, UTAUT) for building the proposed theoretical framework and conceptual model. The study developed that e-service experience is a multi-dimensional construct. The study categorized e-service experience into a tangible component as website functional experience, intangible component as service delivery experience, and emotional component as relational experience with the service provider. The paper also distinguished between user relational characteristics and user personal characteristics. Relational factors acted as an emotional component of the e-service experience, while users personal factors acted as control variables in the relationships. Therefore, the e-service experience is a holistic representation of the consumer-service provider encounter on the internet and is conceptualized as a value creation process. The paper also discussed applying the concept for developing digital strategies for managers and a conceptual model for future researchers in the internet space. Keywords: B2C, technology usages, technology and behavioral theories, e-services, conceptual model INTRODUCTION E-commerce websites can be categorized based on primary consumer needs (Arya and Srivastava, 2015). We categorized websites into two types based on consumer immediate need and mode of customer delivery. (1) Websites that provide products and services where the purchase process starts online, but service delivery is offline. (2) Websites that provide products and services where the purchase process starts online, and service delivery is entirely online. This study focussed on the second category of websites. This category provided technology-mediated interactions through ATM, e- mail, call center, internet, online chat, etc., and offered digital product delivery. The study covered widely used e-services like online banking services, mobile banking services, location-based mobile services, e-mail services, travel services, healthcare content, search content, e-gaming, e-educations, online information services, and social networking. The study, therefore, defined e-services as online products and services with digital delivery of services using interactive, technology-based customer service or self-service. The e-service is perceived as high risk in the absence of a service person compared to face-to-face encounters and therefore perceived as high on credence properties. (Walker and Johnson. 2005). E-loyalty in e-commerce leads to the desired consumer responses such as Word-Of-Mouth (e-WOM), Recommendations, Repeat purchases because transactions with existing customers are likely to be more profitable than transactions with new customers. The literature review was undertaken with the key objective to determine e- customer experience determinants and dimensions and their relationship with outcome variables e-trust and e-loyalty. Though the importance of e-service experience in e-commerce is recognized in the literature, the conceptualization of e-services through a technology-based interface has received limited attention. Further, the absence of person-to-person interaction in technology-based interface, affective/relational dimension of e-customer experience was taken as absent in e-interface and therefore is wholly ignored in studies. The paper intends to develop an integrated framework of e-service experience, e-trust, and e-loyalty using established theories in Consumer Behaviour and Information Technology. The research was initiated to develop a comprehensive understanding of three important concepts service experience, customer loyalty, and customer trust in an online context. Therefore, the study focussed on e-services experience, e-trust, and e-loyalty in online contexts. Thus, the study developed the following research questions: Q1: What are the important determinants and dimensions of e-service experience? Q2: How these e-services experience dimensions are related to e-loyalty?