identifying and studying the factors affecting e-loyalty of pioneer banking services users (private and governmental banking)

highly competitive, dynamic and complex environment of banking industry and increasing growth of customers’ demand has led to lots of changes in this industry. therefore, e-loyalty has changed to a considerable subject in e-business environment to preserve customers. this study is conducted in order to identify and study the factors affecting e-loyalty of e-banking services’ users. the methodology of this research is applied in terms of the objectives and is descriptive in terms of data gathering method, which is a kind of cross-sectional survey and correlational study. the results of data analysis show that the hypotheses about the effects of website quality on overall perceived satisfaction of users, and trust on customers’ loyalty were not confirmed. on the other hand, positive effect of website quality on perceived services quality and trust, perceived services quality on overall perceived satisfaction and trust, and finally overall perceived satisfaction on e-loyalty were accepted.