<b>Effect of Small Stores Service Quality on Customer Satisfaction</b> The purpose of this work is to understand the importance and impact of service quality on customer satisfaction in selected small stores in 3 cities of Mongolia using SERVQUAL and GAP models. The paper also discusses various models of service quality and attempts to assess their relative importance for the successful measurement of service quality. Weighted average values and analysis of variance are used in inappropriate places for a critical research of customer perceptions of service quality, which ultimately will help to obtain information about the growth of efficiency of organized small outlets. Small stores, service quality, costomer satisfaction, Mongolia 808-810 Issue-1 Volume-4 Buzmaa Bayarsaikhan | Bayarmaa Baasanbat | Ariuntuya Erdenebaatar