How well do products and services meet expectations? Customer satisfaction is the measure of that match. It is typically assessed through surveys that ask customers to rate their experience, recommend the company, or compare it with alternatives. High satisfaction is associated with repeat business, positive word of mouth, and resilience when problems occur.

Satisfaction is influenced by product performance, price, service quality, and the ease of the overall experience. Expectations themselves are shaped by marketing promises, prior experience, and comparisons with competitors. A company that over-promises can create dissatisfaction even when objective quality is high.

Organizations track satisfaction scores over time and by segment to identify strengths and pain points. Closing the loop—acting on feedback and letting customers know—builds trust. While satisfaction is not identical to loyalty, it is one of the most reliable leading indicators of whether customers will stay and advocate.