This document is a project work submitted by Oppong Stephen to the Marketing Department at SUNYANI Polytechnic in partial fulfillment of the requirements for a Higher National Diploma in Marketing. The project work examines the impact of customer retention strategies in the banking industry using Stanbic Bank in Sunyani as a case study. It analyzes how Stanbic Bank retains customers and the effects of these retention efforts on the bank.

1. SUNYANI POLYTECHNIC
SCHOOL OF BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT OF MARKETING
TOPIC:
THE IMPACT OF CUSTOMER RETENTION IN THE BANKING
INDUSTRY
(A CASE STUDY OF STANBIC BANK – SUNYANI)
OPPONG STEPHEN 06091233
A PROJECT WORK PRESENTED TO THE MARKETING DEPARTMENT IN
PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF HIGHER
NATIONAL DIPLOMA (HND) IN MARKETING.
JUNE, 2012