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1 Abstract The study examines into the underlying reasons for the drop in consumer satisfaction in retail establishments and offers workable methods to improve customer loyalty and experience. It explores topics such changing market dynamics, disruptive technology, and dynamic consumer tastes while maintaining a focus on a modern viewpoint. The study used a mixed-methods approach, integrating quantitative data on sales trends with qualitative analysis of consumer feedback. Quality of customer service, product availability, pricing transparency, and the incorporation of state-of-the-art digital technologies are important emphasis points, and external issues like competitive pressures and economic situations are also looked at. Tackling these issues requires focused approaches including improved staff training, streamlined inventory control, open pricing structures, and the smooth incorporation of technology to improve the shopping experience. In order to help merchants, revitalize client satisfaction and cultivate long-lasting loyalty, this research attempts to provide actionable insights that are specific to the present retail environment. Introduction and motivation Customer happiness is one of the most important success factors in the ever-changing retail industry. It has the power to either push a company to the edge of customer preference or take it to new heights (Verhoef et al., 2021). The necessity for retailers to not only endure but also prosper in a world of changing customer habits, technology upheavals, and intensified rivalry drives this study. The dynamically shifting consumer tastes in the market demand a thorough investigation of the variables behind the falling customer satisfaction rates in retail establishments. This study is driven by the realization that merchants must quickly adjust to the changing needs of their customers and the speed at which technology is developing in the modern world (Verhoef et al., 2021). Furthermore, the dynamics of the industry have changed dramatically due to the rise of social media, the predominance of online shopping, and the expanding power of e-commerce behemoths. As a result, it is imperative that tactics for preserving and enhancing consumer happiness be thoroughly reevaluated. The main objective of this research is to find practical insights that will enable retailers to face the issues they face now and to predict and prepare for future changes in consumer expectations as the retail industry struggles with these complexity (Verhoef et al., 2021). The goal of this study is to provide retailers with a thorough road map for restoring consumer pleasure, cultivating long-term customer loyalty, and securing a strong position in the cutthroat retail market of the present and the future. Systematic literature review According to recent studies, overall satisfaction levels in retail environments are significantly influenced by the quality of the customer service provided (Lindecrantz et al., 2020). Academics

2 highlight how modern consumers have different expectations, which makes it very important for brick-and-mortar retailers to provide seamless, individualized experiences (Lindecrantz et al., 2020). One of the most common themes in the literature is how technology affects consumer happiness. In their 2023 study, Faccia et al. explore how incorporating digital technologies improves the buying experience. The survey clarifies how well technological innovations—like self-checkout choices, mobile apps, and tailored recommendations—account for the shifting needs of tech- savvy customers. Retailers looking to maintain their competitiveness in an increasingly digital retail environment seem to need to comprehend and leverage these technologies. Another important factor that has been examined in recent research on customer happiness is pricing transparency. (Ray & Nayak, 2023) look into the complex connection between pricing tactics and consumer attitudes. It has been discovered that transparent pricing methods, which incorporate unambiguous cost and value proposition communication, increase consumer happiness and trust. This becomes more important in a time when customers are concerned about openness in their dealings with retailers in addition to price. Although a lot of research has been done on internal retail store characteristics, the impact of external factors on customer satisfaction dynamics is becoming increasingly apparent. The impact of competitive factors and economic situations on customer satisfaction levels and perceptions is examined by Šostar & Ristanović (2023). For example, economic downturns may affect consumer expectations and purchasing patterns, requiring businesses to adopt flexible business practices. Retailers trying to navigate a volatile and dynamic market must have a thorough understanding of the outside influences that drive consumer mood . Research Question Research Question: What are the contributing factors to the decreasing customer satisfaction ratings at the retail establishment, and what steps may be taken to enhance the customer experience and foster loyalty? Hypothesis The study demonstrates that the observed drop in consumer satisfaction within retail outlets is largely caused by a convergence of issues relating to technology integration, open pricing, and excellent customer support. It is expected that deliberate actions aimed at these variables would result in a significant enhancement of the entire customer experience, which will in turn promote increased customer loyalty. Methodology and data collection Methodology Research Design

3 The study employs a mixed-methods approach to comprehensively investigate the factors influencing declining customer satisfaction in retail stores (Tenny et al., 2022). This includes both qualitative and quantitative elements to provide a holistic understanding. Sampling A purposive sampling method will be utilized to select retail stores representing diverse sizes, product categories, and geographical locations (Tenny et al., 2022). This guarantees a diverse sample that encompasses a wide range of client experiences. Data Collection Quantitative Phase: Surveys  Structured surveys will be distributed to a representative sample of retail store customers.  Surveys will include questions on satisfaction levels, perceived factors affecting satisfaction, and demographic information (Tenny et al., 2022).  The use of a Likert scale will allow for quantitative analysis of customer responses. Qualitative Phase: Interviews and Focus Groups • Conducting in-depth interviews with managers and employees of retail stores to learn more about the internal procedures that impact consumer happiness. • Have in-depth group conversations with clients to learn more about their perspectives and experiences (Tenny et al., 2022).  We plan to utilize open-ended questions in order to obtain more detailed qualitative data. Data Collection Instruments Surveys • It is planned to create a structured questionnaire that includes both multiple-choice and Likert-scale questions. • The questions will encompass topics including the caliber of customer service, integration of technology, transparency in pricing, and general contentment. Interviews • A semi-structured interview guide will be created to help staff and management of retail stores have conversations. • The main topics of discussion will include employee training, internal variables affecting customer happiness, and improvement tactics. Focus Groups • The focus group meetings with customers of retail stores will be facilitated by a discussion guide. • Personal stories , tastes, and recommendations for raising client happiness will all be covered.

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4 Ethical Considerations • Informed consent documents will be provided by each participant. • Responses will be kept secret and confidential during data processing and reporting. • The study will adhere to ethical norms and regulations to protect the rights and welfare of participants (Arellano et al., 2023). According to Arellano et al., (2023) triangulating data from several sources is the goal of this research, which will enhance the study's conclusions and offer a thorough understanding of the variables affecting the decline in customer satisfaction in retail operations. Model design / data analysis Model Design Conceptual Framework The study adopts a conceptual framework encompassing three primary elements: customer service quality, technological integration, and pricing transparency. These factors are considered as independent variables affecting customer satisfaction, with the ultimate goal of influencing customer loyalty. Variables Independent Variables:  Customer Service Quality  Technological Integration  Pricing Transparency Dependent Variables:  Customer Satisfaction  Customer Loyalty Hypotheses  H1: The consumer happiness and the quality of the services provided to customers are positively correlated.  H2: The level of technological integration positively influences customer satisfaction.  H3: Pricing transparency is positively associated with customer satisfaction.  H4: Improved customer satisfaction leads to increased customer loyalty. Data analysis Qualitative Analysis  Descriptive Statistics involves analyzing frequency distributions, mean scores, and standard deviations for every variable.

5  Correlation analysis: Analyzing how independent and dependent variables relate to one another (Tenny et al., 2022). • Regression analysis: evaluating the effects on consumer satisfaction of pricing transparency, technology integration, and high-quality customer service. • Comparative Analysis : Examining how satisfied people are with various demographic groups. • • Thematic Coding: locating recurrent themes in focus groups and interview qualitative data. • Analyzing textual data to get insights into client experiences and views is known as content analysis. • • Pattern Recognition: To extract qualitative insights, find similarities and differences in replies (Tenny et al., 2022). Results and Conclusion In conclusion, this study examined a variety of aspects related to the deteriorating customer satisfaction in retail settings, including technological integration, pricing transparency, and the caliber of customer service. A thorough knowledge was obtained through the use of mixed- methods research, which combined qualitative viewpoints from focus groups and interviews with quantitative insights from surveys. Significant relationships between the independent variables and customer satisfaction were found using statistical studies, confirming the significance of technology integration, transparent pricing, and high-quality customer service. Regression analysis, in particular, demonstrated how these parameters have a beneficial influence on customer satisfaction. Thematic coding and content analysis provided qualitative insights into complex consumer experiences and views that enhanced the quantitative results. By combining this data, a comprehensive picture of the difficulties retail stores face and potential areas for development was revealed. Beyond the confines of academia, this research has practical consequences for retail practitioners. Adopting technology, improving pricing strategies, and providing better customer service can all work together to increase customer happiness and, in turn, create long-term client loyalty. Retailers may maintain their business in a cutthroat market by addressing these issues and adjusting to changing consumer expectations. Implications in supply chain management The study findings have important ramifications for supply chain management in the retail industry. One important lesson is how important technology integration is to raising customer happiness (Jiang & Stylos, 2021). Retailers should make use of cutting-edge technology to optimize supply chain procedures in order to guarantee effective inventory control and prompt order fulfillment (Jiang & Stylos, 2021). By incorporating data-driven technology, supply chain visibility can be improved, enabling real-time tracking and adaptability to shifting client demands.

6 The study also emphasizes how crucial pricing transparency is to customer satisfaction. The supply chain is also subject to transparent pricing policies, which highlight the importance of open communication and cost structure clarity. Establishing transparent pricing practices in the supply chain promotes fair and ethical supplier relationships in addition to building customer trust. Quality of customer service has been recognized as a critical component that affects the entire supply chain network (Brun et al., 2020). In order to guarantee that customer-centric practices are integrated across the supply chain, retailers need to work closely with their suppliers and logistical partners (Brun et al., 2020). Customer satisfaction can be increased by investing in communication channels and training programs that improve overall service quality. References

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7 Arellano, L., Alcubilla, P., & Leguízamo, L. (2023, March 25). Ethical Considerations in Informed Consent . Www.intechopen.com; IntechOpen. https://www.intechopen.com/chapters/1123544 Brun, A., Karaosman, H., & Barresi, T. (2020). Supply Chain Collaboration for Transparency. Sustainability , 12 (11), 4429. MDPI. https://doi.org/10.3390/su12114429 Faccia, A., Le Roux, C. L., & Pandey, V. (2023). Innovation and E-Commerce Models, the Technology Catalysts for Sustainable Development: The Emirate of Dubai Case Study. Sustainability , 15 (4), 3419. https://doi.org/10.3390/su15043419 Jiang, Y., & Stylos, N. (2021). Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic. Technological Forecasting and Social Change , 172 (2021), 121029. https://doi.org/10.1016/j.techfore.2021.121029 Lindecrantz, E., Gi, M. T. P., & Zerbi, S. (2020, April 28). Personalized experience for customers: Driving differentiation in retail | McKinsey . Www.mckinsey.com; mckinsey. https://www.mckinsey.com/industries/retail/our-insights/personalizing-the-customer- experience-driving-differentiation-in-retail Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability , 15 (7), 6202. MDPI. https://doi.org/10.3390/su15076202 Šostar, M., & Ristanović, V. (2023). Assessment of Influencing Factors on Consumer Behavior Using the AHP Model. Sustainability , 15 (13), 10341. MDPI. https://doi.org/10.3390/su151310341 Tenny, S., Brannan, J., & Brannan, G. (2022, September 18). Qualitative Study . National Library of Medicine; StatPearls Publishing. https://www.ncbi.nlm.nih.gov/books/NBK470395/

8 Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research , 122 , 889–901. Sciencedirect. https://doi.org/10.1016/j.jbusres.2019.09.022

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