This paper investigates the importance of antecedents of customer loyalty such as customer
satisfaction and service quality dimensions. It addresses whether the dimensions of service quality impacts
customer satisfaction eventually leading to customer loyalty. The Structural Equation modeling technique was
used in this analysis to determine customer satisfaction and customer loyalty. The results suggest that empathy
and assurance are the key factors in delivering customer satisfaction, whereas, tangibility, reliability and
responsiveness are found to least impacting customer satisfaction. The relationship between customer
satisfaction and customer loyalty is also found to be very significant. Therefore, the bank managers should
focus their resources on improving customer care and assuring the services provided to the bank customers
will eventually create customer loyalty towards their banks
