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Supermarkets are large food stores operating to a considerable degree on self-service basis. The supermarkets have significant impact on food prices across the globe. The paper aims at identifying and studying the major factors influencing the service quality in supermarkets, using the interpretive structural modelling (ISM) technique. Then, knowledge of the characteristics of the service quality factors identified as such can help supermarket managers focus on the varying levels of their resources. They can use the findings of the ISM model and the MICMAC analysis to intelligently combine the effects of each factor of service quality. Distribution services, service orientation, price and reliability are found to be the most important driving factors of the supermarkets service quality.