Research is mainly conducted to qualify the course in efficient way. Other purpose for conducting research is to apply academic theories and models in practical field and find solution of problems. The main focus of this research is particularly at the critical evaluation customer satisfaction and customer retention. Customers are integral part of every company, so companies seek for opportunities for retaining customers. Research is focused on customer retention of CafeDirect which is a fair-trade company. Purpose of conducting research on Cafedirect is to determine effectiveness of fair-trade goods on customer retention