My work with the marketing department of Shell Oil Cambodia allowed me to observe first-hand the challenges and opportunities of customer retention and how excellence service keeps customers coming back. In today’s Internet economy, companies use e-services extensively in addition to traditional services like those I were a part of Shell. My experience and observations at that time directed my research interests into two areas: e-service customer retention and the marketing of online experience. In particular, my research in e-service customer retention focuses on the behavioral aspects. Expanding on my dissertation regarding the role of emotion in technology acceptance, I tackled the issue of customer retention behavior from both the emotional and cognitive perspectives. This research question was pursued in two empirical studies.