The purpose of this study is to examine the factors influencing customer satisfaction and loyalty within the retailing landscape of India. Convenient sampling method is utilized to select 533 sample respondents from the cities of Bhubaneswar and Cuttack in Odisha during the months of April and May 2023. Data analysis is done using confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) with the help of SmartPLS4 software. The findings of the study offered deeper insights into key factors such as adventure, hedonism, value shopping, and utilitarianism, aiding in the development of effective strategies for enhancing customer relationships and fostering loyalty among retailers. The retailers operating in the Indian market can tailor their marketing strategies, product offerings, and customer experiences by implementing insights from this study and can get improved customer retention, increased sales, and enhanced competitiveness.