ABSTRACT
Retail is Pakistan’s fastest-growing industry, adding to its GDP. This study examines consumer satisfaction and loyalty (CLT) in Pakistani organized shops. Organized merchants are vital to any nation’s economy today. This study uses Structural Equation Modeling (SEM) to examine how essential variables interact in Pakistan’s organized retail industry. The Expectancy-Disconfirmation Theory (EDT) is used to study how service quality factors, including Tangibility (TGB), Reliability (RLB), Responsiveness, Assurance, and Empathy, affect CST. This study also examines how customer satisfaction (CST) mediates customer loyalty (CLT). This research shows that Tangibility, RLB, Responsiveness (RPS), and Empathy (EMP) affect CST. This shows how much these service quality traits affect client satisfaction. Assurance (ASR) appears to have little effect on Customer Satisfaction (CST) and is statistically negligible. Price Perception (PPS) moderates the link between many service quality indicators and Customer Satisfaction (CST) differently. Furthermore, it investigated how customer satisfaction (CST) mediates the relationship between service quality indicators and customer loyalty. The above findings illuminate the complicated relationship between service quality, price perception, customer happiness, and loyalty in Pakistan’s highly competitive business landscape for organized merchants.