Retail industry is one of the most lucrative sectors in India and is flourishing at a fast pace. Given the sense of urgency to survive in this atmosphere of competitiveness, retailers are seeking ways to positively sway the customer’s store choice of the retail customers. This paper focuses on how the service quality and store image play a role in the customer’s store choice of the retail customer. A good service quality means the overall satisfaction of the customer which in turn positively builds the customer’s store choice. Meanwhile a strong store image can attract a customer and influence the customer’s store choice constructively. Thus customer’s store choice of a retail customer is strongly impacted by the service quality and the store image of a retail store. This study will help the retailers to pay attention on the service quality and store image in order to sustain in the competitive environment.