Abstract The banking sector is currently experiencing rapid technological advancement, which has prompted banks to shift their strategic focus towards online banking services to keep up with this global trend. Therefore, this study examines the role of online banking features on users' electronic loyalty (e-loyalty), via the mediating role of electronic trust (e-trust). It provides empirical evidences that aid the banks to enhance customer relationship approach in acquiring new customers and maintaining their relationship with current ones. The researchers gathered data from a convenience sample of 335 clients of a major commercial bank in Jordan. The data was collected through web-based questionnaires as well as offline methods, utilising a self-administered survey. The collected data was then analysed using structural equation modelling. The study proposed a conceptual model based on three dimensions: information quality, interactivity, and ease of use. This model can be extended to enhance customer relationship approach in the banking industry. The results show a significant effect of online banking feature dimensions on e-loyalty in the banking industry. Findings also confirmed the significance of e-trust as a mediating variable.