Currently, the retail sector considers of vital importance the gap that is established between the expectations and perceptions of customers within their shopping experience, which are influenced by various factors, both internal and external, resulting in the rating obtained, by means of the models of the evaluation of the quality of service and, consequently, in the satisfaction generated in the client. The study seeks to analyze and expand the measurement and conceptualization of customer satisfaction in the retail sector, through the quality of service in various supermarkets. The review of service quality literature and the results of qualitative and quantitative studies, carried out by various authors, such as Parasuraman, Zeithaml, Berry, Grönroos, among others, warn that the quality of service in the retail sector in specifically in supermarkets is seen influenced by various dim...