The purpose of this research is to understand the effects of service quality of retailer stores on customer value, customer satisfaction and word-of-mouth intention. The main result is that the underlying factors are different depending on the types of retail stores. We found that in case of department stores, interaction, policy, problem solving and service superiority affected customer value, customer satisfaction, word-of-mouth. Otherwise, reliability, physical point of view, aesthetics affected customer value, customer satisfaction in case of discount stores. We also found that