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The moderating roles of risk and efficiency on the relationship between logistics performance and customer loyalty in e-commerceUsing data from online customer ratings, we explore how the relationships between logistics performance and customer loyalty are affected by risk characteristics of products and efficiencies of the websites. Risk is defined in terms of price and ambiguity of products. Efficiency is interpreted as the ability of the websites to achieve good ratings in terms of operational factors (such as satisfaction of customers with product specifications, refunds/returns, prices, management accessibility, etc.) and also achieve good ratings in terms of customer loyalty. Our results show that efficiency, but not risk, is a significant moderator of the impact of logistics performance on customer loyalty. (C) 2010 Elsevier Ltd. All rights reserved.