There are three generations of e-Commerce users in Indonesia. The Millennial generation, Generation X, and Baby boomers. Therefore, there is a need to study e-CRM, e-service quality (utilitarian and hedonic dimensions), e-satisfaction, and e-loyalty towards those three generations. The purpose is to determine the partial effect of e-CRM, e-service quality (utilitarian and hedonic dimension) on e-satisfaction, e-loyalty and the effect of e-satisfaction on e-loyalty towards these three-generations. The data is collected by distributing the questionnaire via an online survey that was obtained 458 respondents based on the purposive sampling method. The data analysis technique used a structural equation model (SEM) through SmartPLS software. The result of the study shows that there is a significant impact of the utilitarian e-service quality dimension towards all generation ecommerce users. On the other hand, the influence of hedonic e-service quality dimension only impacted the millennial generation. Furthermore, e-satisfaction affects e-loyalty of all generation of ecommerce users.