ABSTRACT
This study aims to obtain a description of customer retention BRI unit Paseh Sumedang. Customer retention is a strategy which goal it is is to retain corporate customers and maintain the contribution of revenue from customers. There is competitive competition in the banking industry, especially regarding savings marked by the decline in customer satisfaction. Customer satisfaction cannot be ignored in a company. The main solution that must be carried out by the company is to increase customer satisfaction and maintain the life of the company by conducting various strategies, especially customer retention. The concept of customer retention arises because many companies tend to ignore existing customers and prioritize acquisition programs more. In fact, according to a number of studies, the costs of new customers get higher than the costs of retaining old customers. If you have to choose because of resource constraints, you better prioritize customer retention programs than customer acquisition programs. The research method used is explanatory survey with systematic random sampling technique with a total sample of 110 respondents. The object studied is the customer of Simpedes Bank Rakyat Indonesia Unit Paseh Kabupaten Sumedang.
