INFLUENCE OF EMPLOYEES’ ORGANIZATIONAL CITIZENSHIP BEHAVIOUR (OCB) AND PERSONALITY TRAITS ON CUSTOMER RETENTION OF GCB BANK LIMITED- GHANA

This study is a quantitative survey research which sought to investigate the Influence of Employee Organisational Citizenship Behaviour and Personality Trait on the Customer Retention of GCB Bank in Madina. The objective of the study was to examine the relationship between Employee Personality Trait and Customer Retention. Another objective was to examine the relationship between Employee Organisational Citizenship Behaviour and Customer Retention. Data was gathered from sampled customers in Madina central. In gathering data from respondents, convenience sampling technique was used. Based on the objectives set, regression analysis was used to test hypothesis and examine the relationship. IBM SPSS (Version 20) was used for data analysis. Results showed that a positive relationship exist between employee Personality Trait and Customer Retention. Results also showed that a positive correlation exist between Employee Organisational Citizenship Behaviour and Customer Retention. Other results showed a positive assertion of customer retention strategies adopted by the Bank. Employee Personality Trait and OCB are significant to Customer Retention at p