Determinants of Customer Loyalty in E-Banking: Evidence from Morocco

Banks are embracing online services to meet customer demands and provide a convenient, secure experience. However, the transformation is not just about digital services; it also involves e-banking loyalty. Factors influencing loyalty include trust, service quality, perceived usefulness, ease of use, and reputation. Understanding these factors can help banks refine their loyalty strategies, especially considering the growing number of online banking users. This study provides valuable insights for banks. This paper examines the factors that contribute to customer loyalty, using existing literature to develop a conceptual model. The findings identify trust, service quality, perceived usefulness, perceived ease of use, and reputation as key determinants of loyalty.