This research investigates the relationships that Online Dispute Resolution (ODR) can build in terms of consumers repurchase intentions within the e-commerce context. The research is based on data from 150 respondents and utilizes both descriptive and inferential statistics to look at the impact of dispute resolution (outcome) on trust, loyalty, and brand perception. The research indicates that an effective, transparent, and timely ODR process creates considerable consumer trust and increases the likelihood of repeat purchases. Differences in perception were present across product categories and disputes, while Chi-square tests supported associations between successful resolutions, trust, and loyalty. Overall, the research suggests that ODR is not just a recovery tool, but can be an important mechanism to maintain brand equity in the online marketplace. Recommendations are made to enhance the visibility, transparency, and consumer engagement with ODR across platforms to create lasting consumer value..
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