<![CDATA[The purpose of this study was to determine the effect of ORM on customer loyalty which was examined from the perspective of the signaling theory that occurs in the banking sector. Signaling theory is used to see the tendency of companies to build relationships with consumers by sending signals to consumers through a variety of dissemination of internet tools and applications to communicate transparency, security, and privacy to influence consumer perceptions, behavior, and interests. Data were analyzed by quantitative methods with the SEM-PLS method with 384 samples. The results of this study indicate that ORM activities such as engagement and interactivity have a significant direct effect on customer loyalty and online trust. Online trust in this study has a significant effect on customer loyalty and has a partial mediating role.Keywords: engagement, interactivity, online trust, customer loyaltyReferensiAhn, T., Hong, M. & Pedersen, P.M. (2014). 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