The holistic consumption of retail industry has the trends to be developed to higher experience level. Based on the framework of experienceaffectsatisfactionloyalty, this paper constructs least square structural equation model to make empirical analysis. The results show that positive affect, negative affect and specific perception are satisfied by customers and then have obvious effect on customer loyalty, and that in each dimension, trust commitment and coupling have effect on positive and negative affect while specific perception and selective control effect positive affect but physical surroundings and knowledge influence negative affect. As a result, the satisfactory degree of consumers on retail enterprises is not only staying at the level of evaluating service quality but pursuing experience in the process of buying goods. Thus, the model based on experience affect satisfaction framework has more advantage than the model based on service quality satisfaction.