This graduate thesis deals with the topic of consumer satisfaction and loyalty in retail stores. One of the main characteristics of excelent companies is their focus towards achieving the satisfaction and loyalty of their customers which are responsible for their long-term success. In order to be as successful as possible in achieving that, companies investment in market research is necessary to identify the needs of their buyers, so that they could customize their supply. Satisfaction is reflected trough the level of fulfullment of consumers needs and expectations, and if those values are fulfilled, positive feelings and thoughts about the company are created. This will result in a repurchase and reccomendation of the company to their acquaintances which leads to loyalty of consumers and increase of firms benefits. Loyal customers are constantly buying the products and services of the company, selecting it before other competitors, making the company realize its constinuous revenues. Many companies introduce loyalty programs in order to reward theih buyers' trust, which could recieve many benefits depending on the frequency of their purchase. This work is complemented by the example of „dm – drogerie markt“ company, which is very successful in achieving the satisfaction and loyalty of its consumers, which confirmes its leading position in its industry sector.