LAUSR

Abstract In recent years, the banking sector has undergone major changes in the way it serves its customers. Banks have found that customer loyalty is fundamental to strengthening their strategies. The objective of this paper is to identify the variables that have the greatest influence on the loyalty of mobile banking users. A structural equation model of the relationships between the studied variables was developed. The main results indicate that the variables with the greatest influence on mobile banking users’ loyalty are satisfaction, use, and trust. Several conclusions, managerial implications, and possibilities for future studies emerge from these results.