International Journal of Management & Entrepreneurship Research, Volume 6, Issue 1, January 2024 Nassè, P.No. 25-29 Page 25 REDEFINING THE CONSTRUCT OF CUSTOMER SATISFACTION IN A MARKETING PERSPECTIVE Dr. Théophile Bindeouè Nassè 1,2 1 University of Business and Integrated Development Studies, Wa, Ghana 2 Saint Thomas D’Aquin University, Ouagadougou, Burkina Faso. ___________________________________________________________________________ Corresponding Author: Dr. Théophile Bindeouè Nassè Corresponding Author Email: nassetheophile2009@gmail.com Article Received: 14-10-23 Accepted: 20-12-23 Published: 03-01-24 Licensing Details: Author retains the right of this article. The article is distributed under the terms of the Creative Commons Attribution-Non Commercial 4.0 License (http://www.creativecommons.org/licences/by-nc/4.0/), which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the Journal open access page. ___________________________________________________________________________ ABSTRACT The purpose of this research is to redefine the construct of customer satisfaction in a marketing perspectives. This research relies on qualitative approach and it is characterized by a comprehensive systematic literature review, and a thorough documentary analysis on the construct of customer satisfaction. The findings imply that there should be a consideration of customer satisfaction by marketers and other industry players. Customer satisfaction should be highly valued in marketing strategic decisions for companies to be competitive and performant. To the best of the author’s knowledge, this research reveals how marketers and industry players should understand customer satisfaction and how it is important for companies’ success. Keywords: Customer Satisfaction, Marketing, Industry players, Companies. ___________________________________________________________________________ INTRODUCTION Customer satisfaction is very important for the success of companies worldwide (Nassè, 2019). Several studies in different companies have showed the closed link between customer satisfaction and sales growth (Anderson, Fornell, and Lehmann, 1994; Nassè et al. 2020). So, companies that want to be leaders and competitive, should understand one of the keys successful construct which is customer satisfaction. For some researchers companies should have the best strategy to overcome their challenges (Ouédraogo, 2007; Carbonell and Nassè, 2021); and this OPEN ACCESS International Journal of Management & Entrepreneurship Research P-ISSN: 2664-3588, E-ISSN: 2664-3596 Volume 6, Issue 1, P.No.25-29, January 2024 DOI: 10.51594/ijmer.v6i1.693 Fair East Publishers Journal Homepage: www.fepbl.com/index.php/ijmer