Customer Experience and Satisfaction in Retail Stores in the Kurdistan Region: A Qualitative Study

Abstract

This study explores customer experience and satisfaction in Kurdish retail stores in the Kurdistan Region of Iraq. Drawing on qualitative secondary research, it reviews retail literature, institutional reports, and Kurdish contextual sources to identify key satisfaction determinants. Findings indicate that atmosphere, service quality, staff behaviour, product availability, price fairness, convenience, trust, language, emotional comfort, reputation, and complaint handling shape customer perceptions. The study shows that these stores function as commercial and sociocultural spaces where respectful communication, gender-sensitive service, family shopping, community trust, and local reputation influence loyalty, repeat purchase, word of mouth, and Kurdish retail management scholarship overall significantly today.