摘要：The study sought to conceptualise a model to predict the elements of customer service that affect customers’ sense of belongingness and satisfaction. Using structured questionnaires, data collection was done from a sample of two hundred (200) customers of selected commercial banks in Ghana. The study identified customer service, personnel attitude and environment as the customer service elements as predictors of customers’ sense of belongingness and satisfaction. The study also revealed a positive relationship between all the elements of customer service and customer sense of belongingness. In addition, a positive correlation between customer sense of belongingness and customer retention was identified. However, the environmental element was found to be the most important element both for customer sense of belongingness and satisfaction. In conclusion, the study result suggests that for firms in the banking sector to be able to increase their customer retention, they should focus on the customers’ satisfaction and sense of belongingness to the organisation.
