This thesis include the role and significance of customer satisfaction in business environment. Customer satisfaction is a judgement customers make about the company or product, based on the comparison between perceived characteristics of the product being used and one's expectation. Customer satisfaction and customer dissatisfaction are open positive or negative feelings about particular service provided or purchased product and they occur after purchase. Customer satisfaction plays a significant role in building a positive reputation of the company and the company should insist to keep customer satisfaction at a certain level or even exceed their expectations because if there is a loss of only one customer, it can cause loss of many more. Monitoring and measuring customer satisfaction is extremely important for the company's operations because it is one of the leading indicators of repurchase and loyalty, helps reduce the loss of customers, it reduces the negative reviews of customers and it is cheaper to keep existing customers than to attract new ones. The most common techniques applied in the measurement of customer satisfaction are complaints and suggestions, surveys, mystery shopping and analysis of lost customers.