Customer re-satisfaction is a new concept that aims to transform a dissatisfied customer who has expressed dissatisfaction or reported a problem into a fully satisfied customer. This approach involves optimally managing customer complaints. Customer re-satisfaction is particularly important because a customer who is satisfied with how their complaint was handled can achieve an even higher level of satisfaction than before the initial problem occurred. The results of this approach can be evaluated through specific studies focusing on the perceptions of customers who have benefited from complaint resolution.