Business survives better when customers are satisfied. It is this satisfaction that guarantees the retention of old customers and the cultivation of new ones. It has also been observed that business promoters tend to concentrate efforts on products development and improvement as the sole strategies for customer satisfaction. In some cases, especially when negative traits have been identified, the public relations departments of organizations embark upon massive image making programmes. There are also huge advert investments and extra budgetary promotion.
Nonetheless, most final students of Business Admin. of various universities have tried to establish some perspectives as to how best to satisfy a customer in their undergraduate project thesis. Among them are:

Identifying Customers’ Complaint
It is dangerous for business promoters to assume total knowledge of the needs of customers. It is even more dangerous to pretend to have ready answers to all question customers might need to ask. Indeed, customers’ need change regularly and so are strategies to meeting them. Identifying customers’ needs and potential complaints require a systematic study of clear methodology. That form of systematic study is at the heart of marketing research.

Identifying Specific Quality Dimension in Businesses
One dependable way to establish a list of quality dimension is to study the service or product. The study should include people involved in the business process since they understand the purpose or function of their job. Thus, they can relate their jobs and contributions to customers’ expectation. By combining the knowledge gained from literature survey and the study of service or product. The following five broad areas are identified: availability of support, responsiveness of support, timeless of support, completeness of support, pleasantness of support.
Apart from focusing on the quality dimension, information, on customer requirements can be elicited from the critical incident technique.