This study examines the impact of customer retention in the banking industry within Sunyani municipality in Ghana. The objectives are to examine loyalty and profitability drivers, investigate the relationship between banks and customers, and determine if customers are willing to continue with Stanbic Bank. An empirical analysis uses questionnaires from 40 Stanbic Bank customers to assess satisfaction levels and willingness to continue banking there. The analysis found that most respondents were satisfied with Stanbic Bank's services and wanted to remain customers, showing that customer satisfaction impacts retention and ultimately a bank's profitability.