The Current Market Place Has Become Morecompetitive As Customers Continually Expect Retailers to Match or Exceed Theirexpectations (Wong and Sohal, 2003). With a Rising Degree of Homogeneitybetween Merchandise Offerings, Supermarkets Are Increasingly Turning to Thedelivery of Effective Customer Services to Render a Competitive Advantage(Ellram Et Al, 2009). Maintaining Customer Satisfaction Is Crucial For Suchretailers As They Transact In a Highly Competitive World (Fonseca, 2009).