Jewelry sector is one of the fastest growing sector. The usage of Jewelry has been a constant feature in mankind existence from earliest times. Accordingly Jewelry retailing has been changing every year. This change may be due to the effect of several factors like existence of brands, certification, advertising etc., In order to retain the customers, organization have to think of improving customer satisfaction. An attempt has been made to identify the relationship between Customer Satisfaction, Perceived Product Quality and Perceived Service Quality at well-known jewelry shops in Madurai city. This study helps in identifying different factors influencing Customer Satisfaction which the organization can focus. This is done by collecting data through Questionnaire and analyzed using Partial Least Square Structural Equation Modelling Approach to find out the degree of relationship that exists between the variables and its impact on Customer Satisfaction.
