随着竞争水平的提高，客户有更多机会购买他们的需求。他们可以在大量的供应商中比较他们的需求，并且可以做出最好的交易。此外，随着互联网使用量的增加和业务活动的在线表现，客户有了很大的机会通过广泛的产品比较来作出正确的决定。在这样日益激烈的竞争环境下，通过提供优质的产品和服务质量，客户满意度对企业来说意义重大。这种顾客满意的概念也适用于零售业，因此顾客满意度的提高对留住顾客至关重要（Kuo，Wu and Deng，2009）。
Background: This research is focused towards evaluating the customer service and its role and importance in satisfying customers and their retention in the retail industry. The quality of services as provided by firms is a crucial determining factor in achieving higher customer satisfaction level. As suggested by Ojo (2010) it is highly difficult for an organisation to ensure their survival without achieving customer satisfaction. They need to pay higher level of attention in ensuring that their customers are satisfied because a highly satisfied customer is likely to come back and avail the products and services that are offered by the organisation. The focus of businesses should therefore remain on satisfying their customers so that their retention can be positively achieved (Ojo, 2010).
With the increase in the competition levels, customers are empowered with greater opportunities to purchase their requirements. They can make comparison of their requirements across large number of vendors and the best possible deals can be made by them. Further, with the increase in the usage of internet, and online performance of business activities, customers are empowered with great opportunity to make good decisions through extensive level of comparison of products. Amidst such increasing competitive conditions, customer satisfaction through providing good products and service quality would be great significance to businesses. This concept of customer satisfaction is also applicable in respect to retail business whereby a higher customer satisfaction level is essential in retaining customers (Kuo, Wu and Deng, 2009).
The aim of this research is mainly to analyse the role of service quality in respect to UK retail industry and its impact in achieving customer satisfaction level, and ultimately an analysis of the role played by it in retaining them.