Purpose: A proper service increases the customer satisfaction and positive word of mouth. The aim of this paper is to find out the impact of retail service quality and store service quality on patronage intention and word of mouth towards organized retail industry.

Design/methodology/approach: The study data were collected from [location masked for blind review] using a structured questionnaire. A sample of 419 was used. A structural model was developed for analysis to find out the linkage between study variables.

Findings/results: Findings reveal that retail service quality and store service quality are increasing the customer satisfaction. The findings showed that retail service quality, store service quality, and customer satisfaction significantly impact patronage intention and word of mouth. Problem solving is the major issue faced by the retail stores. Hence they have to take immediate action towards it to maintain their loyal customer base

Practical implications: Problem-solving is not having significant relationships with customer satisfaction. Store managers have to create a pleasant experience and amplify the strength factors to create a bond between the store and the customers

Originality/value: This paper is helpful to the retail store managers as well as new entrepreneurs who are going to start a new venture in the retail business.