This study aims to understand the relationship between cognitive (i.e. service quality) and affective (i.e. customer satisfaction, value, trust and commitment) evaluation of Internet service providers' (ISPs) customers. It also investigates the relationship between the affective evaluation and customer loyalty outcomes (i.e. attitudinal and behavioral loyalty). The study considers the overall impact of service quality on customer loyalty in home Internet services. It was found that service quality positively influenced customers' affective and cognitive evaluations, including satisfaction, trust, commitment, and value. In addition, satisfaction and commitment were determinants of both attitudinal and behavioral loyalty. Surprisingly, the effects of customers' trust on behavioral loyalty were not confirmed. Similarly, value did not have any significant effect on customer loyalty. By providing valuable insights into consumer retention and loyalty, the proposed research develops an understanding of consumer's purchasing behavior in home Internet services, and creates an effective model aimed at customer retention. Practical implications that can be drawn from this research will form a foundation for service providers in the home ISP to develop new retention strategies.