Factors affecting customer retention in banking sector

The main purpose of this research is to measure customer retention through elements such as switching barriers, customer perception of value, customer satisfaction, online relationships, and trust. Data was collected from 135 customers of banking services in Kosovo using purposive sampling. The statistical software SPSS was used for the analysis. We used multiple linear regression to determine the influence of factors affecting client retention. Based on the research results, we conclude that online relationships, customer satisfaction, and trust positively and significantly influence customer retention. Online relationships, on the other hand, had the most significant influence. Customer retention is negatively impacted by customer value and switching barriers. The research findings provide recommendations for bank managers concerning the services they offer and the technical elements of service delivery. The presented recommendations can be viewed as elements whose implementation enables banks to provide added value to their clients and gain loyal and long-term customers.