The current study has discussed the satisfaction of the customer in retail. In the study’s objectives, the customer’s value is briefly discussed. To give superior value to the customers is their aim. For that reason, the implementation of the market concept is done by them to meet the needs of their customer. Measuring the satisfaction of the customers on a regular basis is important for the retailer. Dissatisfaction among customers can happen for several reasons such as promotional gaps, lack of understanding, procedural gaps, and behavioural lack. For this reason, retailers must know the customer’s needs and help them fulfil their needs. Providing a good service to the customer is an essential element in retail. The differentiation can happen between the retailers from one with the help of this key element. The secondary data collection method helps to get the data to study the context. Qualitative data helps to maintain the quality of the study. The outcomes of the study detected the measurement of the review of the customer to know their needs and try to fulfil those needs can grow their business and the consistency of their customer will remain for a long term

Customer satisfaction, retail, dissatisfaction, differentiation, and customer service