QUALITY AND CUSTOMER SATISFACTION: RELATIONSHIPS AND DYNAMICS. A CASE STUDY

Customer satisfaction is central to strategic management oriented to quality. The quality of products/services generates, in fact, the customer satisfaction. The aim of the research is to demonstrate the existence of a linear dependence between quality and customer satisfaction. The survey tool is the questionnaire and the analysis of the data was used: (1) factor analysis (with the aim of reducing the numerosity of variables without losing their significance), (2) multiple linear regression analysis (with the aim to analyze the relationships between quality and satisfaction), (3) analysis of the residue (with the aim to validate the results). Analysis of the data has proved the existence of a dependency link between quality and customer satisfaction. Quality-oriented firm generates, therefore, greater customer satisfaction. The paper demonstrate the existence of a construct that combines quality and customer satisfaction, widely debated in the scientific community, in relation to the specificity of services.