Customer satisfaction is extremely important to any business because no business can survive if it does not retain its customers. Customer satisfaction is one of the most important factors in determining whether customers will continue to do business with a given firm. If a firm does not provide its customers with a good product and/or good service, the customers will not want to continue to patronize the firm. If customers leave, the firm will no longer be able to make a profit and stay in business. For this reason, customer satisfaction is vital to any business.