Abstract. We study the Arens regularity of module actions of Banach left or right modules over Banach algebras. We prove that if A has a brai (blai), then the right (left) module action of A on A * is Arens regular if and only if A is reflexive. We find that Arens regularity is implied by the factorization of A * or A * * when A is a left or a right ideal in A * * . The Arens regularity and strong irregularity of A are related to those of the module actions of A on the nth dual A (n) of A. Banach algebras A for which Z(A * * ) = A but A Z t (A * * ) are found (here Z(A * * ) and Z t (A * * ) are the topological centres of A * * with respect to the first and second Arens product, respectively).