Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors. Success for TARGET LEATHER FASHION is long term profitability, generated by maximizing customer satisfaction and loyalty. In both arenas we must know what our customers expect, we must know how well we are meeting those expectations, we must know what problems our customers encounter, we must know how much these problems cost us to respond to and how much they impact customer satisfaction. Finally we must change our processes to eliminate those problems.