ABSTRACT:- Global competition and free trade today are more complex and more competitive. Competition in the banking industry is increasingly competitive and highly competitive, as well as new growth rates for new customers have declined, even stagnant. This phenomenon is an indication that banking customers are less likely to be loyal and unwilling to be bound by a bank. However, with the completion of a bank’s facilities and services, the more profit a bank has to retain its customers. The effect of service quality and customer relationship marketing on customer retention, either directly or through switching intention as an intervening variable in the banking industry world is to determine the continuity and development of a bank.The research type is descriptive quantitative research and using causal research design. The sample in this research is 95 customers from BRI Branch Iskandar Muda Medan. Using Partial Least Square Structural data analysis model (PLS). The result of the research shows: Service quality has a positive and significant influence on switching intention. Customer relationship marketing has a positive and significant influence on switching intention. Switching intention has a positive and significant influence on customer retention. Service Quality has a positive and significant influence on customer retention. Customer relationship marketing has a positive and significant influence on customer retention. Service Quality has a positive and significant influence on customer retention through switching intention. Customer relationship marketing has a positive and significant influence on customer retention through switching intention

Keywords:- Service Quality, Customer Relationship Marketing, Switching Intention, Customer Retention