CUSTOMER INTENTIONS OVER DETERMINANTS OF SERVICE QUALITY DIMENSIONS:AN EMPIRICAL INCLINATION ON SELECTED INDIAN BANKS

Financial services serve a key role in meeting the needs of both the government and the public, which is why they've become a strong force in today's society. To accomplish their aims and objectives, banks in the public and private sectors are always competing with one another. When it comes to government and central bank directives, public-sector banks are legally bound to follow them at all times. In the past several years, the banking business has seen a major upheaval. Commercial banks have been forced to come up with new strategies to attract new customers and keep the ones they already have because of technological advancements and competition among the banking industry's players. As bank competition intensifies, a bank's capacity to remain viable and profitable is directly tied to the quality of its services and the contentment of its customers.