Many scholars have highlighted, from both the theoretical and the empirical perspective, the importance of customer satisfaction for firms’ competitiveness. Most contributions, however, do not analyse the links between customer satisfaction and the related organizational processes. Adopting a process‐based point of view, develops an integrative and holistic approach and proposes a framework for the analysis of the organizational processes required for the achievement of customer satisfaction. These processes are subdivided into three main categories: planning, design and monitoring. The first concerns the establishment of the medium, long‐term company strategic objectives for customer satisfaction, the second regards the design of the firm’s operating system, and the third relates to the outline of the control system. Proposes an integrated view of customer satisfaction that overcomes the limits of an approach mainly based on monitoring activities.
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