IMPACT OF SERVICE QUALITIES ON CUSTOMER LOYALTY TOWARDS COMMERCIAL BANKS IN KANNIYAKUMARI DISTRICT – AN EMPIRICAL ANALYSIS

Customer loyalty refers to a favorable attitude towards a particular brand in addition to purchasing it respectively; a relationship between relative attitude towards an entity and repeat patronage behavior; a situation when repeat purchase behavior is accompanied by a psychological bond; and repeat purchase intention and behaviors. Customer loyalty sometimes has been operationalized as a behavioral measure and at other times as an attitude. The outcome of service qualities of commercial bank among the customers. The main objective of this study is to examine the level of customer service quality factors sn customer's loyalty in commercial banks; and to identify the important impact of service quality factors on customer loyalty. The multiple regression analysis is used to analyse the impact of service qualities on customer loyalty were found that the significantly influencing e-banking service quality on customer loyalty towards bank among the customers in PUSBs is basic service quality whereas among the customers in PRSBs, these agriculture basic and critical service quality. The rate of impact of e-banking service quality on the customer loyalty is at a better level compared to the core service quality.