The purpose of this paper is to look into the impact of service quality on customer retention at ICICI Bank, a major private sector bank in India. The paper’s goal is to look into how several service quality elements, such as tangibility, certainty, responsiveness, empathy, and dependability, affect customer satisfaction and their intention to continue doing business with ICICI. To collect primary data, structured questionnaires were issued to ICICI Bank clients, and secondary data was gathered from periodicals, reports, and bank publications. Statistical tools such as correlation and percentage analysis were used to interpret the data. According to the research, providing great customer service increases consumer loyalty, trust, and long-term bank connections. Customer retention has been shown to be highly influenced by the convenience of digital banking, secure transactions, courteous staff behavior, and timely service. The paper’s findings show that in order to preserve a competitive advantage, strengthen client connections, and ensure long-term success in the banking market, ICICI Bank must continually improve the quality of its services.