o:29351 The loyalty of internet banking users in serbia en Abstract: The subject of this research is the loyalty of users of internet banking services. The aim of the research is to analyze the factors that determine the loyalty of users of internet banking services in Serbia. The research was conducted using a survey, in which a questionnaire was used with questions grouped into six groups according to the number of variables used in the research. The data collected by the survey were processed using descriptive statistical analysis, correlation analysis, and multivariate regression analysis. The research results show that the variables e-Satisfaction, Website Quality, Switching Barriers and Reputation have a statistically significant positive influence on the Loyalty of users of internet banking services, while the influence of e-Trust is not statistically significant. Keywords: • loyalty • internet banking • e-loyalty • Serbia • multivariate regression analysis 1552099 10.4335/2023.3.24 1552100 978-961-7124-14-9 2023-05-11T14:39:04.281Z 44 no 46 Zenaida Šabotić Državni univerzitet u Novom Pazaru 0000-0002-1870-3885 Semir Vehapi Državni univerzitet u Novom Pazaru person 0000-0002-7503-6716 Ahmedin Lekpek Državni univerzitet u Novom Pazaru person 0000-0002-7243-7725 application/pdf 1321499 https://phaidrabg.bg.ac.rs/o:29351 no yes 1 70 92000004 20A01 Contemporary Financial Management Conference, пп, 465 480 2023