The present study was conducted with the aim of investigating the factors affecting service quality and loyalty intention in electronic banking. The statistical population of the study consists of the customers of Mellat Bank branches in Mazandaran province, whose number is unlimited. According to the Cochran formula, the sample size was determined as 384 people and they were selected based on the random sampling method. The data collection tool is a standard questionnaire that is measured with a 5-value Likert scale. The content validity of these questionnaires has been approved by experts in this field, including the supervisor, and its reliability has been determined based on the Cronbach's alpha test, using statistical software for social sciences (SPSS), and has been confirmed and approved with a high percentage (0.89). The analysis of the collected data has been examined by descriptive statistics through SPSS software and inferential statistics from the structural equation modeling method (partial least squares) and using Smart Pls software. The impact of the first, second,... and ninth hypotheses has been evaluated and confirmed with impact coefficients of 0.22, 0.51, 0.40, 0.30, 0.29, 0.23, 0.23, 0.32 and 0.22, respectively, at a confidence level of 95% (5% error rate). The results of the study indicate that user interface design with a path coefficient of 0.51 has the greatest impact on the quality of the electronic banking system, and privacy compliance has the least impact on the loyalty intention of electronic banking customers, and user interface design has the least impact on ensuring the security of electronic banking with a path coefficient of 0.22.