| Customer satisfaction is widely recognized as a key factor in the formation of consumers' future purchase intentions. Satisfied customers are also likely to tell others of their favorable experiences and thus engage in positive word of mouth advertising. The present study was carried out to investigate customer satisfaction and value creation through supply chain management in organized Vs unorganized retail for fruit and vegetables in South Gujarat region of Gujarat.Structured interview questionnaire was used to collect information on customers and the data was analyzed using appropriatestatistical tools. The findings revealed that there are differences found in the customers’ satisfaction and value creation towards organized and unorganized fruits and vegetables retailers.
Keywords: Customer satisfaction, Supply chain management, fruit and vegetable, value creation, organized retailers, unorganized retailers
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