This paper examines customer expectations and experiences with mobile retail apps within the modern retail industry, aiming to fill gaps in the existing literature by thoroughly evaluating factors impacting customer satisfaction. Employing a survey-based methodology with 226 respondents, data analysis utilizes the Customer Satisfaction Index (CSI) and Importance-Performance Analysis (IPA) methods. Findings reveal discrepancies between customer-perceived importance and actual performance of features like post-sale service and discounts, highlighting areas where customer expectations are not met. The study's novelty lies in its focus on the critical role of mobile apps in meeting customer expectations, offering valuable insights for businesses navigating the digital retail landscape. Theoretical implications extend to structured approaches for evaluating customer assessments and the application of service quality theories to mobile retailing. Practical implications guide e-retailing practitioners in optimizing resource allocation to enhance customer satisfaction
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