We investigated the customer ratings of importance of several attributes associated with supermarket shopping. We then reviewed the satisfaction ratings of the attributes. The aim was to rank the factors and to relate the importance rankings to customer satisfaction. The findings have implications in that a retailer is able to assess how well they meet their customers’ needs on important attributes. The results suggested that since retail formats have become very standardised, corporate reputation is rated high and may be a source of sustainable competitive advantage. Accessibility was considered important, as was quality of service especially the friendliness and efficiency of checkout personnel. The results suggested the retail chain has largely been able to align its efforts to the areas considered important by customers. However, the satisfaction scores are rather low suggesting the retailer might be susceptible to an attack by a competitor prepared to deliver superior value to the customers.