The customer satisfaction process aims to restore a level of satisfaction for a customer who has experienced temporary dissatisfaction following a service incident. Its goal is to retain that particular customer and prevent the potential negative consequences of their dissatisfaction, such as loss of loyalty, negative reputational repercussions, negative reviews, a desire for revenge, and so on.

Academic research and field observations have shown that customers who have been effectively resatisfied often tend to achieve a higher level of overall satisfaction than if they had not encountered any problems during their purchase experience. This approach strengthens their loyalty and their likelihood of recommending products or services after this positive experience.

Academic studies offer clear recommendations on how to manage customer satisfaction, as well as insights into the psychological processes involved in consumers in this context. A concrete example of the organized application of customer satisfaction can be seen in the car dealership sector, as illustrated in this video: https://www.youtube.com/watch?v=_dS5p6nMjy8&t=1142s