8fcb62ec_rics___Introduction___FT_Press__Considerations
[0] 2.8 [Metric] Customer Satisfaction [Construction] Generally measured on a 1–5 scale, in which customers declare their satisfaction with brand in general or specific attributes. [Purpose] Indicates likelihood of repurchase. Reports of dissatisfaction show aspects that require improvement to enhance loyalty. [Considerations] 
Subject to response bias. Captures views of current customers, not lost customers. Satisfaction is a function of expectations.
Marketing Metrics: Understanding Market Share and Related Metrics | Introduction | FT Press
Considerations