ns 
In recent years, consumers have become 
increasingly used to shop online.The usage of e-business in commercial operations 
necessitates consideration of the endogenous and 
exogenous elements that influence it. Given the 
importance of both variables for the relation-based 
marketing and capabilities of e-business in the 
competition domestically and in foreign field, 
companies must apply and work on strengthening 
their digital marketing capabilities and strategies 
in order to foster their organizational performance, 
growth and survival in globalized trading and gain 
a competitive advantage, as well as apply e marketing as new technological activities.Our study is adding value to the existing body of 
knowledge by connecting the main factors effecting 
customers' happiness and loyalty from the 
perception of e-business capabilities and digital 
marketing strategies in the e-commerce industry 
while shedding the light to the UAE companies that 
are racing faster than ever.Since the capabilities of e-business is the main 
thing to consider when starting an e-commerce 
company at UAE, it can be argued that companies 
need to look at their capabilities in terms of supply 
chain management and visibility, website/service 
quality, e-marketing and marketing knowledge and 
e-trust to enhance the customer loyalty and 
satisfaction as dimensions of the organizational 
performance, without limiting it to this 
perspective.As a 
result, it may be inferred that customer pleasure 
and happiness convey a greater emotional state 
and signal a different level of a high psychological 
status than customer contentment, and that they 
extend beyond satisfaction to encompass surprise 
and delight.For 
the sake of competitiveness in international 
markets, e-marketing is a necessity since it can 
reach wider groups and segments.Customer happiness and contentment are crucial 
to companies because they encourage consumers 
to repeat their purchases and suggest others to do the same, allowing them to develop their company.Satisfaction of 
customers can be expressed as their perception of 
products and service's performance in comparison 
to their expectations (Del Giorgio Solfa, 2012).At UAE, 
it is starting to become an essential concept heavily 
adapted in almost all industries, as it affects the 
profitability of the organization.It also allows 
reaching higher goals for modern marketing ways, 
especially at e-commerce industry.