This paper assesses the extent to which SG-SSB Bank Limited satisfies its customers in order to retain them and to identify the effects of customer service retention on the bank's fortunes. Regarding methodology of the study, a descriptive approach was considered using systematic random sampling method. The field instrument touched attributes of service performance, customer complaints, and service quality from 120 respondents. Multiple-linear regression model was used to determine the relationship between customer service delivery and customer retention. The study revealed that respondents were satisfied with service performance of quality service provided by the bank, but were dissatisfied with how the bank deals with customer complaints. It was concluded that though Ghana's banking sector is growing, much needs to be done in terms of client service management and strengthening employees' relationship with the management for growth. It is recommended that banks in Ghana must strive to meet ever increasing demands of clients if they want to remain relevant and competitive in the banking industry. The implication is that retaining customers through efficient customer service practices should be of prime focus of the top management for tangible results at the frontline. This will enhance corporate image in the banking sector, which is currently described as very competitive. Findings will be useful for policy development for sustainable growth in Ghana's financial services sector and other financial markets in Africa.

1. Achrol, R. S. (1991). Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55 (4), 77-93.
2. Anabila, P., Nartey, B., & Tweneboah-Koduah, E.Y. (2012). Relationship Marketing practices and customer loyalty: Evidence from the banking industry in Ghana. European Journal of Business and Management, 4 (13), 51-61.
3. Bose, R. (2002). Customer relationship management: Key components for IT success. Industrial Management and Data System, 102 (2), 89-97. DOI:10.1108/02635570210419636
4. Boshoff, C., & Gray, B. (2004). The relationships between service quality, customer satisfaction and buying intentions in the private hospital industry. South African Journal of Business Management, 35 (4), 27-37.
5. Brady, M., & Cronin Jr., J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65 (3), 34-49. DOI: <a href=http://dx.doi.org/10.1509/jmkg.65.3.34.18334 target="_blank">http://dx.doi.org/10.1509/jmkg.65.3.34.18334</a>
6. Canel, C., Rosen, D., & Anderson, E. (2000). Just-in-Time is not just for manufacturing: A service perspective. Industrial Management & Data Systems, 100 (2), 51-60. DOI:10.1108/02635570010286104
7. Colgate, M., Stewart, K., & Kinsella, R. (1996). Customer defection: A study of the student market in Ireland. The International Journal of Bank Marketing, 14 (3), 23 - 29. DOI: 10.1108/02652329610113144
8. Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24 (1), 3-16. DOI : 10.1007/BF02893933
9. Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76 (2), 139- 173. DOI : <a href=http://dx.doi.org/10.1016/S0022-4359(00)00029-4 target="_blank">http://dx.doi.org/10.1016/S0022-4359(00)00029-4</a>
10. Dagger, T.S., & David, M.E. (2012). Uncovering the real effect of switching costs on the satisfaction-loyalty association: The critical role of involvement and relationship benefits. European Journal of Marketing, 46 (3/4), 447-468. DOI:10.1108/03090561211202558
11. Dubey, S. (2011). Service quality perceptions: A case study of banking services. International Transactions in Applied Sciences, 3 (2), 221-236.
12. Evanschitzky, H., Sharma, A., & Prykop, C. (2009). The role of the sales employee in securing customer satisfaction. European Journal of Marketing, 46 (3/4), 489-508. DOI:10.1108/03090561211202576
13. Faed, A., & Forbes, D. (2010). Impact of customer management system in improving customer retention: Optimization of negative customer feedback. World Academy of Science, Engineering and Technology, 72 (1), 171-175.
14. Fassnacht, M., & Koese, I. (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model. Journal of Service Research, 9 (1), 19-37. DOI: 10.1177/1094670506289531
15. Ghana Banking Survey (2010). Risk management in well capitalized banks. Accra, Ghana: PricewaterhouseCoopers.
16. Ghana Banking Survey (2011). Enhancing customer value to sustain profitable growth. Accra, Ghana: PricewaterhouseCoopers.
17. Government of Ghana, Ministry of Finance & Economic Planning. (2012). Government of Ghana's budget statement & economic policy (2012). Retrieved from <a href=http://www.mofep.gov.gh target="_blank">http://www.mofep.gov.gh</a>
18. Groonroos, C. (1978). A service-oriented approach to marketing of services. European Journal of Marketing, 12(8), 588-601. DOI:10.1108/EUM0000000004985
19. Gronroos C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32 (2), 4-20. DOI : 10.1108/00251749410054774
20. Grönroos, C. (1999). Internationalization strategies for services. Journal of Business & Industrial Marketing, 13 (4/5), 290 - 297.
21. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th Ed.). Upper Saddle River: Prentice Hall.
22. Hanson, H., & Sand, J.A. (2008). Antecedents to customer satisfaction with financial services: The moderating effects of the need to evaluate. Journal of Financial Services Marketing, 13 (3), 234 - 244. DOI:10.1057/fsm.2008.18
23. Hart, H., & Sasser (1990). Emotional satisfaction of customer contacts. Amsterdam: University Press.
24. Hartline, M. D., & Farrel, O. C. (1996). The management of customer contact service employees: An empirical investigation. Journal of Marketing, 60 (4), 52-70.
25. Joshi, S. (2011). A study of service quality and customer satisfaction across various service providers in the telecom sector. Indian Journal of Marketing, 41 (9), 55 - 61.
26. Jumaev, M., Kumar, D.M., & Hanaysha, J.R.M. (2012). Impact of relationship marketing on customer loyalty in the banking sector. Far East Journal of Psychology and Business, 6 (3), 36-55.
27. Kelley S.W., Hoffman K.D., & Davis M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429 - 52.DOI : <a href=http://dx.doi.org/10.1016/0022-4359(93)90016-C target="_blank">http://dx.doi.org/10.1016/0022-4359(93)90016-C</a>
28. Kotler, P. (2003). Marketing management. New York: Prentice Hall.
29. Larkin, T., & Larkin, S. (1996). Reaching and challenging frontline employees. Harvard Business Review, 74(3), 95 - 104.
30. Malhotra, N.K. (2007). Marketing research (p. 335). Prentice Hall, London.
31. Narteh, B., & Owusu-Frimpong, N. (2011). An analysis of students' knowledge and choice criteria in retail bank selection in Sub-Saharan Africa: The case of Ghana. International Journal of Bank Marketing, 29 (5), 375-397. DOI:10.1108/02652321111152909
32. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17 (4), 460-469.
33. Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill: New York.
34. Owusu-Frimpong, N. (1999). Patronage behaviour of Ghanaian bank customers. International Journal of Bank Marketing, 17 (1), 335-342. DOI:10.1108/02652329910305698
35. Owusu-Frimpong, N. (2008). An evaluation of customers' perception and usage of rural community banks (RCBS) in Ghana. International Journal of Emerging Markets, 3 (2), 181- 196. DOI:10.1108/17468800810862632
36. Pandiya, D.K., Bhattacharjee, R., & Kumar, B. (2012). A study on customers' satisfaction with and preference of colour T.V. brands with reference to Silchar, Assam. Indian Journal of Marketing, 42 (8), 34 - 44.
37. Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49 (4), 41-50.
38. Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
39. Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7 (3), 213-33. DOI: 10.1177/1094670504271156
40. Phadke, S. K. (2011). Consequences of service quality linkage - An insight from an empirical investigation in higher education. Indian Journal of Marketing, 41 (8), 11-19.
41. Pine, J., Peppers, D., & Rogers, M. (1995). Do you want to keep yours customers forever. Harvard Business Review, 73 (2), 103- 114.
42. Rossiter, J. R. (2007). Toward a valid measure of e-retailing service quality. Journal of Theoretical and Applied Electronic Commerce Research, 2 (3), 36-48.
43. Salas, E. (2005). Customer services delivery: Research and best practices. L. Fogli, (Ed.). New York: Putnam.
44. Societe Generale Ghana (n.d.). Societe Generale Ghana/services. Retrieved from <a href=http://www.societegenerale.com.gh/Thebank.aspx target="_blank">http://www.societegenerale.com.gh/Thebank.aspx</a>
45. Schulze,J., Bach,V., Österle,H., & Thiesse, F. (2001). Knowledge enabled customer relationship management. In Business networking: Shaping collaboration between enterprises. London: Springer. DOI : 10.1007/978-3-642-56502-1_7
46. Spreng, R.A., & Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72 (2), 201-214. DOI : <a href=http://dx.doi.org/10.1016/S0022-4359(96)90014-7 target="_blank">http://dx.doi.org/10.1016/S0022-4359(96)90014-7</a>
47. Syzmanksi, D.M., & Henard, D.H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29 (1), 16-35.
48. Westbrook, R.A. (1981). Sources of customer satisfaction with retail outlets. Journal of Retailing, 57 (3), 68-85.
49. Weinstein, W., & Johnson, C.W. (1999). Designing and delivering superior customer value: Concepts, cases and applications. Boca Raton: St Locie Press.
50. Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139-153.
51. Yi, Y. (1991). A critical review of consumer satisfaction. In V.A. Zeithaml (Ed.). Review of marketing 1989 (pp. 68-123). Chicago: American Marketing Association.
52. Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21 (1), 1-12.