... a negative correlation between customer satisfaction and financial performance Indirect measures of customer satisfaction provide simple ways of assessing the state of customer satisfaction They ... making, and their satisfaction contribute towards the satisfaction of the customer organization as a whole In this case, the measurement of CS includes the identification of key individuals and ... & Kawani, 1982) Therefore, it can be argued that the aggregate satisfaction of the buying organization is a rather complex function of satisfactions of individual, from an importance viewpoint,...