The present study is an attempt to measure the customer satisfaction of two competitive Indian retail rands and draw a comparison between the two based on customer service quality and value creation. The comparative analysis is drawn using Multiple Regression Model and before that measurement scale has been defined to measure the regressand and the regressors using primary data. The findings include how and to what extent customer service quality and value creation affect customer satisfaction in case of both the brands. The number of factors influencing customer satisfaction is restricted to two, which can be increased as time progresses and modern retail businesses gets matured in Indian market with development and interplay of more factors and surely can provide further scope of future research. This research work will help the retail managers in general, including those of the concerned brands, to understand their key areas of strength comparatively and accordingly frame their strategies for decision making in order to improve customer satisfaction and gain competitive advantage.
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