Customer Satisfaction as the Basic Principle of a Company’s Success

The consumer’s expectations are linked not only to the material benefit that the product itself can satisfy, but, and above all, to its satisfaction, which can be of different types according to its identity and which represents the necessary stronghold to obtain a competitive advantage over competitors A company’s competitive advantage is influenced by the endogenous changes, which are internal to the company and to its capacity of reacting to and anticipating the exogenous changes, external to it. The aim of the research is to analyze the relationship in marketing. It can be considered as an established connection between customers and the company and it is a one-to-one relationship, which is a bond between the brand and its target. Successful examples that have followed this marketing policy are the companies Danone end Grom.