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The UAE ranks first in several indicators of e-government worldwide and in the Arab region (FCSA, 2018). It aims to become one of the top five happy countries in the world by 2021 and to that extent has created the post of Minister of State of Happiness and Wellbeing in 2016. It also aims to become one of the most competitive countries in the world. But how are these various factors related? At the core of an agile government is the purpose of delivering public value of which happiness is one key objective. Because so little is known on this topic, this paper attempts to explore the relationship between country reputation, e-government reputation, customer loyalty and happiness at the service level and the overall wellbeing level. The paper has significant policy outcomes.