Olowo Ahmed AbdulGaniyu,Jimoh, AbdulRasaq Taiye,Jatto Adewale AbdulMajeed,BELLO, Kamal Asola2026-05-052026-05-052023-062536-7358https://uilspace.unilorin.edu.ng/handle/123456789/17983This study examined the effect of retention strategies on customer satisfaction as evidenced by the selected 2 generation banks within the Ilorin metropolis. Two research objectives were raised to guide the conduct of this study; (i) identify how the retention strategy (customer relationship management) adopted by the selected 2nd generation banks enhances customer satisfaction, and (ii) investigate the effect of the retention strategy (service quality delivery) on customer satisfaction of the selected 2nd generation banks. The study utilized a descriptive research design and collected data through a cross-sectional survey method. Three hundred and seventy-nine (379) validated questionnaires were distributed to the respondents, but only three hundred and sixty-three (363) were found usable, sorted, edited, and coded for the analysis. Findings revealed that customer relationship management and service quality delivery have a significant effect on customer loyalty with R ^ 2 = 85.6 and 83.2 respectively. The study recommended that businesses should treat customer loyalty as a priority andencustomer relationship managementquality service deliverysatisfactionArticle