Customer satisfaction , transfer of positive experiences and customer retention is a result of the positive difference between perceptions and expectations , while dissatisfaction is a result when the expectations are greater than perception. 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 . Customer satisfaction and loyalty to each company should be incorporated into long-term strategy of business development . 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 monitoring the complaints and suggestions of customers , asking customers about their satisfaction , mystery shopping and analysis of lost customers . By analyzing the satisfaction of its customers and monitoring their satisfaction , the company reveals guidance on what needs to be improved , with the aim of better business.