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Recently the commercial banking industry started to face a set of radically new challenges that has increased an overall risk to retain the customers in the industry. The scenario also changed from the past. Like any other industry, especially retail, banks also have to spare no efforts to retain these customers as there are a lot many options in this competitive market. In such a context, our paper tries to develop a model for the customer patronage intention in commercial banks with respect to the service quality aspects provided by the banks and the perception of the customer too. 180 samples across the Kerala state have been taken for the study. Statistical tools like Exploratory Factor Analysis, Correlation, Descriptive Statistics, KMO, Reliability and Validity test also applied to complete the study.

Influence of Service Quality on Customer Patronage Intention in commercial banks: an Empirical Evidence