When it comes to customer satisfaction, the quality of the products or services, and – especially in retail – the possibility of article alternatives in the range play a role. Customer satisfaction is the fulfillment of both their natural expectations (basic factors) and their expressly expressed wishes (performance factors) perceived by the customer. The latter are factors that are used to trigger exactly what binds customers most to a company, enthusiasm. They are not expected by customers and therefore only have a positive effect on satisfaction. Kano also defines several other factors that are of secondary importance for the measurement and management of customer satisfaction.