This paper provides a better understanding of the impact of e-quality on customer satisfaction which leads to the retention of loyal customers to airline e-ticketing websites. In this paper website quality is divided into three levels including: “website performance”, “website information” and “website online service”. Three sets of E-SERVQUAL criteria are chosen following a review of prior airline website studies in order to map each three levels. To measure customer satisfaction in each level, Additive Difference Model measurement method of Expectancy Disconfirmation Theory is integrated with the proposed model. Thus, the proposed model is comprised of the Expectancy Disconfirmation Theory model, a three-level framework, and E-SERVQUAL model. This model can help airline website decisionmakers to understand the customer’s point of view concerning website quality and to identify the strengths and weaknesses of designed airline websites in attracting customers to e-ticketing
