Since keeping existing clients is more economical than finding new ones, customer happiness is essential to retail banking's profitability. In light of the changes in retail banking, such as bank branch closures, internet banking, and bank expansion, it is critical to evaluate client satisfaction and determine the elements that affect it. Banks can concentrate on areas that greatly improve customer happiness by having a thorough understanding of the existing satisfaction levels and important determinants. Notably, in-branch elements including convenience, staff competency, and branch location play a critical role in determining client satisfaction in retail banking.