The study sought to establish the connection between complaints management initiative and customer retention atEquity Bank, South Sudan, Munuki and Bilpam Branches. Deploying a cross-sectional research design, the study collected empirical data from 30 respondents from Equity Bank, including both staff and customers.The data showed that complaints registration procedures are positively related to customer retention with a correlation value of 0.483 at 38 0.01significance level. It also established that complaint investigation is also positively related to customer retention at Equity bank with a correlation value of 0.623 at 0.01significance level.

Furthermore, the data showed that complaints resolution procedures is also positively related to customer retention at Equity bank with a Pearson value of r=0.773 at significance level P= 0.000. This means that all the three elements — complaints registration, investigation and resolutions — positively affects customer retention as eloquently argued by Barlow (1996). In other words, complaints registration, complaints investigation and complaints resolutions all contribute 56.2% to customer retention at Equity Bank, South Sudan, Munuki and Bilpam Branches(Crosby, 1990).In light to the above conclusions, it is recommended that there is a need for the management of Equity Bank, South Sudan, Munuki and Bilpam Branchesto incorporate complaints registration, investigation and resolutions in their practices in order to improve customer retention.