During the past few years, there has an increasing trend on using internet facilities to do different personal banking. People transfer money, pay their bills and even purchase shares of different companies using internet. There is also an increasing competition among banks and other financial institutions through providing new web based facilities. There is no doubt that a bank with no online banking can easily lose market share. The primary purpose of this paper is to investigate how a bank website can impact customer loyalty. The proposed study is implemented for one of governmental Iranian banks called Bank of Industry and Mine. The study distributes a questionnaire among 330 people who use the internet banking of this bank. We then analyze their feedback using structural equation system and all the hypothesis are confirmed.

Azad, N & Esmaeili, A. (2012). A survey on measuring the effect of website on customer satisfaction.Management Science Letters, 2(5), 1639-1644.

Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European Journal of Marketing, 35(5/6), 687-707.

Athanassopoulou, P., & Johne, A. (2004). Effective communication with lead customers in developing new banking products. The International Journal of Bank Marketing, 22(2), 100-125.

Casaló, L.V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services. The International Journal of Bank Marketing, 26(6), 399-417.

Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.

de Matos, C.A., Henrique, J.L., & de Rosa, F. (2009). The different roles of switching costs on the satisfaction-loyalty relationship. International Journal of Bank Marketing, 27(7), 506-523.

Dholakia, R.R., & Zhao, M. (2010). Effects of online store attributes on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 38(7), 482-496.

Dimitriadis, S., & Stevens, E. (2008). Integrated customer relationship management for service activities: An internal/external gap model. Managing Service Quality, 18(5), 496-511.

Espejel, J., Fandos, C., & Flavián, C. (2008). Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product. British Food Journal, 110(9), 865-881.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing: An International Journal, 3(3), 177-185.

Law, R., & Bai, B. (2008). How do the preferences of online buyers and browsers differ on the design and content of travel websites? International Journal of Contemporary Hospitality Management, 20(4), 388-400.

Longart, P. (2010). What drives word-of-mouth in restaurants? International Journal of Contemporary Hospitality Management , 22(1), 121-128 .

Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371

Mcmullan, R., & Gilmore, A. (2008). Customer loyalty: an empirical study. European Journal of Marketing, 42(9-10), 1084-1094.

Muňoz-Leiva, F., Luque-Martìnez, T., & Sánchez-Fernández, J. (2010). How to improve trust toward electronic banking. Online Information Review, 34(6), 907-934.

O’Reilly, K., & Marx, S. (2011). How young, technical consumers assess online WOM credibility. Qualitative Market Research: An International Journal, 14(4), 330-359.

Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai Business Review, 1(3), 273-283.

Setthasakko, W. (2009). Barriers to implementing corporate environmental responsibility in Thailand: A qualitative approach. International Journal of Organizational Analysis, 17(3), 169-183.

Sweeney, J.C., Soutar, G.N., & Mazzarol, T. (2012). Word of mouth: measuring the power of individual messages. European Journal of Marketing, 46(1/2), 237-257.

Vanniarajan, T., & Gurunathan, P. (2009). Service Quality, Customer Satisfaction and Behavioural Intention in Rural Banking. Invertis Journal of Management, 1(1), 13-26.

Voorveld, H.A.M., Neijens, P.C., & Smit, E.G. (2009). Consumers' responses to brand websites: an interdisciplinary review. Internet Research, 19(5), 535–565.

Torres-Moraga, E., Vásquez-Parraga, A.Z., & Zamora-González, J. (2008). Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5), 302–313.

Wang, C.Y., & Wu, L.W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality, 22(1), 58-74.