Customer Satisfaction Study is applicable for getting quantified and objective research information about the customer's satisfactions. "Customer satisfaction" refers to a satisfaction with a product or a service of a company and it shows how the perceived performance fits the customer's expectations and needs.
This method can be also useful for understanding which are the strongest or the weakest aspects of the product or service, or to identify request trends and find out client's company position on the market. The main objective of customer satisfaction is to build and improve customers´ loyalty and retention. If customer satisfaction had no influence on the customers´ purchase decision it would obviously only be of limited interest for suppliers. Therefore, customer satisfaction has to be seen in the context of the whole purchase process.
Customer satisfaction study can also manage "snow ball effect" - satisfied customer's recommendation of a concrete service or product.
