In this research, we analyzed customer loyalty in the context of existing relationships between banking service providers and their customers. Therefore, a theoretical model was proposed and tested with banking service natural person customers considering perceived value, service provider reputation, trust, bonding tactics (financial, social and structural), and switching costs as customer loyalty antecedents. A multivariate statistical approach with structural equation modeling was performed with a sample of 1.026 customers from three major banks in Brazil. The results evidenced in the present research could serve as benchmarking for other researchers or managers connected to the financial service sector (or bank service) when looking for a better understanding of the antecedents of customer loyalty, adapting strategies and actions to stimulate and generate better market and economic-financial results for this sector.