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Purpose   –   The purpose of this paper is to show the dynamics of relationship marketing in e-banking by examining the association between relationship quality and online customer loyalty at different stages of the relationship lifecycle.Design/methodology/approach   –A sample of 651 customers of Iranian banks in East Azerbaijan Province who had used online banking services   was   selected for the study after completing a questionnaire. The research hypotheses were tested using   s  tructural   e  quation   m  odeling and   the   AMOS23 software.Findings   –   The results showed that the level of   the   customer relationship determines the effect of relationship quality on customer loyalty in e-banking. Specifically, the effect of online commitment on customer loyalty decreases over time. In addition,   as   the relationship   develops   between   the   customer and   the   business, the influence of online trust on loyalty increases.Originality/value   –   The main contribution of this paper is   it enrichesthe relationship marketing literature with respect to the dynamics of relationship  s   by challenging the effectiveness of relationship marketing, especially the use of   the   same relational constructs (online satisfaction, trust  ,   and commitment) for customers at different stages of the relationship lifecycle.

Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks