Variable: Customer satisfaction Customer satisfaction is a measure of how well a product or service meets the expectations and needs of customers. It is a key indicator of customer loyalty and retention, as satisfied customers are more likely to return and recommend the product or service to others. Researchers study customer satisfaction to understand the factors that impact it, such as product quality, customer service, pricing, and overall customer experience. This research can help companies improve their products and services, enhance customer relationships, and ultimately drive business growth.