This thesis aims to study how the top management and employees in banks experience their work with customer e-loyalty in digital settings, both individually and in relation to each other. Today's bank customers desire freedom in where they conduct their business and do at the same time require a deeper personal relationship with their bank advisors. The adjustments to balance these two requirements have been a challenge for many banks. While satisfied customers often create loyalty, banks in Sweden have during the recent years experienced decreasing customer satisfaction. The digitalization within the banking sector will continue to have a big impact on the relationship between banks and their customers. By adapting a qualitative approach, the thesis aims to contribute with knowledge of how the top management and employees work with and perceive the impact digitalization has on e-loyalty. The thesis provides academic contributions, such as the insight in how top management and employees in two of Sweden’s biggest banks perceive their work with customer e-loyalty. The second contribution to the literature is a suggestion to development of the 8C model. The practical contribution is what the top management in banks should consider when mediating e-loyalty strategies to employees