PROPOSITION OF A MARKETING METRIC TO MEASURE THE CUSTOMER'S SATISFACTION

The Marketing has always been very criticized by being measured, many times, for subjective results, and that does not match to a more and more logical and rational world. The purpose of this article is to describe and to propose marketing metric to measure the level of the customers ' satisfaction. To do so, an exploratory research was accomplished in national and international newspapers and in papers published in events. There is a reduced number of articles on the theme written of individual form. It was verified that the theme approached is little studied, based on the researched bibliography, it was found only five documents describing the metric now used. The metric Net Promoter Score (NPS) was listed as the most appropriate to measure the customer's satisfaction. It was evident still, the need of development of more researches with the objective to verify the application of other marketing metrics, in function of the importance of the theme for the decision-making by entrepreneurs, administrators and investors