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Level of services quality and satisfaction in the search of desired product easily and quickly could make retail customers decided to shopping in modern store continuously. Shopping Map using Kano Model approach are designed to answer the problems that arises when consumers shopping at a retail.Aims to determine the attributes that will be used to draft the Shopping Map application.Data collecting method used was a questionnaire with 200 number of samples consumers.The results of calculations 13 attribute all of which have an average value above scale of 2.5, it means that all the attributes considered important and will be used in the design of the application. The results of the customer survey tabulation Kano Model customer satisfaction level obtained as much as 2 One-dimensional category attributes and 10 attributes atrractive category and one category attribute Indifferent. IBT contribution value (CSCpositive) a maximum of 0.86 almost reached 1 and negative CSC value most approaching value -1 with value of -0.52 is attribute number one that desired by the customer is easily installed apps and can be downloaded various brand smartphone. Which means that the influence on dissatisfaction on this attribute very strong if the product features are not fulfilled whereas application has a “thank-you note” do not cause dissatisfaction if not fulfilled has caused value of -0.19 approaching 0.

Improving Quality of Services and Customer Satisfaction of Retail in Surabaya by Design of Shopping Map Using Kano Model