This study aimed to identify the factors influencing customer’s satisfaction and loyalty in the Jordanian banking sector, by studying the effect of the independent variables (customer trust of bank, bank image in the mind of the customer, customer perceived quality, customer perceived value, and switching cost for the customer) on the moderating variable (customer’s satisfaction), and the dependent variable(customer’s loyalty). The concept of loyalty in this study was treated as multi-dimensional, and so the researcher tried to determine the effect of these factors on each dimension of loyalty (attitudinal and behavioral), and assumed the role of customer satisfaction as a moderating variable between the above factors and the dimensions of loyalty. The population of the study consisted of all the customers of banks operating in Jordan, and the sample consisted of the customer’s of 25 foreign and domestic banks operating in the capital city of Amman at the end of the year 2010. A questionnaire was specially designed for this study, and distributed to a sample of 500 respondents, 462 of which were retrieved and valid for the purposes of statistical analysis. Hypotheses testing relied on a number of statistical methods, such as descriptive analysis, analysis of simple and multiple regression, analysis of variance, Schaffer test, and Cronbach’s alpha to deviate degree of reliability on the study scale. The most prominent results are:

* There is a significant effect for each of (bank image in the mind of the customer, and switching cost for the customer), on customer attitudinal loyalty.

* There is a significant effect for each of (bank image in the mind of the customer, and switching cost for the customer), on customer’s satisfaction.

* There is a significant effect for each of (customer trust of bank, customer perceived value, and switching cost for the customer), on customer attitudinal  loyalty.

* There is a significant effect for each of (customer trust of bank, bank image in the mind of the customer), on customer behavioral loyalty.

* There is a significant effect for each of (customer trust of bank, customer perceived value), on customer attitudinal loyalty, through customer’s satisfaction.

* There is a significant effect for each of (customer trust of bank, and switching cost for the customer), on customer behavioral loyalty, through customer’satisfaction.

* There is a significant effect of customer’s satisfaction on both attitudinal and behavioral loyalty of the customer.​

Moreover, the researcher provides a set of recommendations, notably:

-  The importance of building bridges of trust between customers and banks, because the of sensitivity of the banking service and it’s distinguished features.

- The importance of giving attention to bank’s staff and motivating them, because there is a key element in the banking service and they reflect the bank image and its realistic desire to serve customers.