This article focuses on the influence of customer service on the buying behaviour of customers at supermarkets in the greater area of Durban. Modern competitive retail markets compel retailers to consistently adjust their retail strategies to retain their customer base as customers are easily turned off by service failure. Main objectives of this study were to determine important elements of customer service, investigate imperfections within customer service strategies in supermarkets, ascertain whether customers are satisfied with the level of service rendered in Berea, Market, West Street supermarkets and suggest ways of improving customer service in supermarkets in the greater area of Ethekwini. A quantitative survey was conducted with self-administered questionnaires dispensed to collect data. Non-probability sampling selected 45 respondents for this study. Results indicate the dissatisfaction of customers with service rendered at selected supermarkets. Service failure was discovered in aspects such as retail staff attitude, operating hours of outlets, and speed of service delivery.

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