May, 2008, Homeplus, second largest discount store of korea, bought its rival Homever at 2.3 trillion won. The new merge may have already made it the biggest in Korea in terms of sales. This merge made that competition for sell to the customer is keen. In this situation, few research is seen about retail mix. So, this study focus on retail mix by using of 277 customers of Homeplus in Seoul. The results as follows.First, the relationship between loyalty program and perceived price is significant. Second, the relationship between customer service and perceived price is significant. Third, the relationship between perceived price and customer satisfaction is significant. Fourth, monitering has a significant moderating role between loyalty program and perceived price, and also do between customer service and perceived price. Lastly, communication has a significant moderating role between perceived price and customer satisfaction.