Factors Affecting Customer Satisfaction in the Retail Formats in Rupandehi

This paper aims to investigate the Factors Affecting Customer Experience in the Retail Formats In Rupandehi district of Nepal. Primary data have been collected through structured questionnaire using online method i.e. Google Forms out of 384 different retail format users district of Nepal. A descriptive Research and causal comparative design was used and sample was selected by purposive sampling method. Smart PLS 4 is used as a data analysis tool and various tests like descriptive analysis, Measurement Model Assessment, Convergent Validity and Discriminant Validity, Model Fit Assessment, Structural Model Assessment and Importance-Performance Map Analysis (IMPA) tests were conducted as analysis tool to assess the quantitative raw data. The study concludes that Price and Assortment has positive significant relationship with Customer satisfaction whereas social environment and Retail atmosphere has positive insignificant relationship with customer satisfaction.