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The aim of this paper is to analyze the relationship between the websites' functional characteristics, online trust and customer loyalty in banking sector. Our research required the testing of twelve hypotheses with a sample of 286 Tunisian banks' customers. The data were analyzed by structural equations modeling using the AMOS software. The results of our research highlighted the significant and positive effect of the websites' functional characteristics on online trust among customers, which in turn has been proven to be a key driver of their loyalty to their banks. Our study pointed also the mediation role played by online trust between websites' functional characteristics and customer loyalty. The problem we have chosen to deal with in this study was inspired by a thorough literature review and interviews with executives working in the banking sector and with customers. The aim was to better understand the consequences of the crisis. The results of the content analysis of these interviews show that the last three years have seen a deterioration in the bank-customer relationship, accelerated by the financial crisis. The latter contributed significantly in changing the image of banks causing a crack in the trust relationship that connects the bank to the customer. According to the interviewed officials, in this uncertain climate, trust is at its lowest level. Our qualitative study also revealed the emergence of new behaviors from customers and banks following the crisis. Some customer behavior trends have emerged like no longer keeping liquidity at home, no saving, using less credit cards and showing less trust in banks. The latter have experienced a serious lack of liquidity due to the large sums of money that customers had to withdraw. On the bank side, negligence associated with a degradation of services has led to recent heavy losses in terms of customer portfolio and growth opportunities. Thereby, the impact of the crisis affected not only the institutional and economic actors but also consumer behavior vis-a-vis products and services. In times of crisis, banks reinforce their conservatism while the customer tends to be more suspicious of their banks. This crisis relationship between the two parties affects the bank-customer dyadic (Kaminsky &

Functional Characteristics Of Banking Websites And Customer Loyalty: The Mediating Role Of Online Trust