Objectives: The objectives of the study are to identify the service quality factors or dimensions and variables which influence customers’ behavioral intention of the selected public sector banks in Tamil Nadu. To develop and suggest an integrated structural measurement model by using the models of Service Quality and Behavioral Intention and to suggest service strategies for the enhancement of service quality of the bank for improving favorable behavioral intentions of banking customers. Methods/Analysis: The target population was of customers who indulge in personal banking at public banks in Chennai metro. The researcher selected X-Bank-(Disguised Name-Nationalized bank), based on the highest number of complaints registered with the banking ombudsman, as per scheme report 2014-2015 of RBI. Among the cities with complaints registered in India, Chennai city stood at the first place in having the highest percentage of complaints. Therefore, Chennai city was chosen as the area of the study. The sampling procedure used for the pilot study was, proportionate systematic random sampling. From each Public Bank of Chennai, around 250 customers were randomly selected using ‘personal contact and questionnaires were distributed to the customers of respective bank branches and they were asked to give their perception about level of service quality delivered by these banks. The data was analyzed using Structural Equation Modeling Technique. Findings: In recent years, the banking industry is going through big changes due to increasing flows of funds and with entry of new players and products and excessive use of technology has enabled banks to fulfill commitments, provide multiple delivery channels and resolve customer responses faster. It has become order of the day to provide best possible products and services and thereby ensure satisfaction and loyalty. In order to retain customers, banks have become more customer-centric. The success of this model depends on how well banks understand customers’ behavioral intentions. This can be achieved by improving service quality and thereby customer loyalty. This study is an attempt towards developing an integrated structural equation model by studying the ‘direct impact of service quality on behavioral responses of banking customers’ in public sector bank. The model attained the model fit and highlighted the significant service quality variables which impact the behavioral intentions of consumers. Novelty/Improvement: There is further scope for research for this study. It can be on improving the model fit by taking more number of banks either in Chennai from each banking sector or by replicating the proposed model with more number of banks in different districts of Tamil Nadu, or across India. It can also be done with different service industry. © Research India Publications.