Background: Customer satisfaction plays a crucial role in marketing, influencing an organisation's revenue, customer loyalty, and profitability. Over the past 45 years, customer satisfaction has been extensively studied, leading to various conceptualisations and measurement approaches. Despite the availability of these measurements, many focus solely on indicators rather than utilising them to improve customer satisfaction. Customer satisfaction is a critical factor in marketing, and extensive research has been conducted on its conceptualisations and measurement approaches. However, there is a need for better utilisation of satisfaction measurement information to drive meaningful improvements in the satisfaction of the customers and business performance.

Purpose: The purpose of this study is to investigate the usage of information associated with customer satisfaction measurements, in order to provide valuable insights into how companies can enhance the satisfaction of their customers and drive business success.

Methodology: The study undertakes a qualitative method, in which interviews were conducted to collect empirical data on how companies view and utilise customer satisfaction measurement information in their companies.

Conclusions: The study revealed that while companies prioritise generating information, its utilisation is often underdeveloped. Organisations predominantly use the information for knowledge purposes, understanding consumer perspectives. However, they limit their actions to only be influenced by positive measurement results, resource constraints, or the perception that adjustments are unnecessary. The widely used Net Promoter Score (NPS) was recognised but complemented with additional questions for a comprehensive understanding. The study stressed the importance of considering both employee and customer satisfaction, fostering a customer-focused culture. The research highlighted the need to take action even with already satisfied customers to further enhance satisfaction and cultivate long-term relations.