Due to the uncertainty of retail format borders being perceived by customers, this research presents a paradigm for analyzing the establishment of retail patronage. To assess the moderating effect, data from supermarket shoppers is utilized. The research employed quantitative methodologies, questionnaire i.e. self- administered was utilized as the primary tool for data gathering. This study used the sample of 384 respondents, Factor Analysis was employed to assess the constructs and identify the model fitness. An analysis using SPSS 25.0 and PLS-SEM was carried. The study found that products, prices, services, environment, and convenience are robust factors influencing customer satisfaction. Customers' perception of retail formats considerably moderates the association between services and the customer satisfaction. However, factors such as nation, location, and survey's intended audience might affect the outcomes. This research has generalizable consequences for emerging economies seeking to build and maintain their enterprises. Theoretically, this suggests that it might require to take into account the notion of retail format that consumers develop afterward; and practically, it suggests that retail practitioners should control customers' perceptions of retail format..
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