Abstract: Background and Objective: This paper examined the role of customer trust in the relationship of customer satisfaction and advocacy. Trust is an important element in strengthening the relationship between the customer and the firm. Methodology: Winning customer trust is surely not a miracle rather it is the result of careful planning and implementation of customer centric processes. In this study, retail industry of Pakistan was focused as population. Data was collected through survey method and an instrument was developed by adapting questions from previous studies. Results: The results suggested that trust acted as a mediator between the relationship of satisfaction and advocacy. Moreover, customer advocacy helped firms in numerous ways including acquisitions, loyalty and brand rapport etc. Conclusion: The results implied that managers should invest into developing customer trust through customer satisfaction so, that customers could willingly advocate for the company.