The websites vigorously grow and inevitably need to provide consumers high-quality service to create excellent experience and win the customers’ heart to establish mutually beneficial and long-term relationship. Consequently, the e-service quality attracts priority-concerns. The research purpose differentiates three service quality models that make the effects on consumer loyalty-related behavior under e-service environment. Data were surveyed from online consumers to test the research model. Conclusively, the empirical results indicate: (1) service quality (SERVQUAL) model appears superior to quality of electronic service (QES) model and website performance index (WPI) model in explaining e-service quality; (2) service quality has significant positive effects on affective, continuance, and normative commitment; (3) affective commitment has significant positive effects on loyalty and advocacy intention; (4) normative commitment has significant effects on loyalty, advocacy intentions, and willingness to pay more; while continuance commitment does not have the same effects.

Service-dominant (S-D) logic is a service science framework that is more robust than the traditional goods-dominant (G-D) logic. It emphasizes the importance of operant resources and value Cocreation. This study employs social cognitive theory to explore the triple reciprocity of organizational value Cocreation behavior. Further, this study uses DEMATEL-based ANP to examine the dynamic nature of organizational value Cocreation behavior. The major results of this study can be described as follows. First, the triadic reciprocity of personal, environmental, and behavioral factors are validated. Second, the dominant influencing trends are clearly identified. From a dimensional point of view, environmental factors affect personal factors and behavioral factors, and personal factors affect behavioral factors. Similarly, in terms of organizational value Cocreation behavior, organizational identification affects altruistic behavior and knowledge-sharing behavior, and altruistic behavior affects knowledge-sharing behavior. These findings may provide helpful guidance in effectively promoting organizational value cocreation behavior, enabling organizations to leverage operant resources to their maximum potential.

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