Background and Objective: This study aimed to identify and explain the factors influencing customer loyalty toward online travel platforms in the city of Yazd.

Methodology: This applied research employed a descriptive–survey design. The statistical population consisted of customers of online travel platforms who had used online services for at least three years. The sample size was determined as 384. A total of 410 questionnaires were distributed, of which 392 valid questionnaires were retained for statistical analysis. Data were analyzed using Structural Equation Modeling (SEM) and AMOS software.

Findings: The results showed that trust, with an effect coefficient of 0.96, was the most important factor influencing customer loyalty. Next, commitment, with a coefficient of 0.85, had the greatest impact. Other factors—including satisfaction, price sensitivity, and complaints—showed a moderate or limited effect on loyalty.

Conclusion: The findings emphasize the need to focus on building customer trust and commitment, effectively managing complaints, and providing a transparent and reliable experience on online travel platforms.