THE ROLE OF CUSTOMER SATISFACTION IN BUSINESS SUCCESS

Abstract

This article examines the role of customer satisfaction in business success. Customer satisfaction is analyzed as a strategic factor that influences repeat purchasing, customer loyalty, positive word of mouth, brand reputation, market share, profitability and long-term competitiveness. The article argues that satisfaction is not limited to the emotional reaction of a buyer after a transaction; it is a complex result of product quality, service quality, price fairness, communication, trust, complaint handling and the overall customer experience.