Purpose: The study examined the influence of relationship marketing practices on customer retention in Ghana’s service industry, focusing on the mediating roles of customer satisfaction and trust and the moderating effects of digital service quality and AI-enabled personalization. The study aimed to provide a comprehensive understanding of how relational and technological factors jointly drive loyalty outcomes in emerging service markets.

Methodology/Design: A quantitative research approach was employed, using a cross-sectional survey of 400 customers across multiple service sectors in Ghana. Data were analyzed using structural equation modeling (SEM) to assess measurement validity, direct and indirect effects, and moderation. Bootstrapping techniques were applied to test the significance of mediation effects, while interaction terms evaluated moderation effects.

Findings: Results indicated that trust, commitment, communication, service recovery and personalization significantly enhanced customer retention. Customer satisfaction and trust partially mediated the relationship between relationship marketing practices and retention, while digital service quality and AI-enabled personalization significantly strengthened these relationships. Collectively, the model explained 68% of the variance in customer retention.

Originality/Value: The study integrates relational, psychological, and technological perspectives, extending the Commitment–Trust Theory, Social Exchange Theory, and Service-Dominant Logic to the Ghanaian service industry context. The findings provide actionable insights for service firms seeking to leverage both relationship marketing and digital innovations to strengthen customer loyalty.