Methodological approach to assessment of customer satisfaction with goods and services of a commercial enterprise

The article explores the essence of the category of customer satisfaction and the goals of its assessment and improvement. The existing methods of assessing the level of customer satisfaction are systematized. A methodological approach to assessing customer satisfaction with the help of the main tools of the marketing complex of a commercial enterprise and the formation, on this basis, of recommendations for increasing consumer satisfaction, aimed at achieving target indicators with minimal risk, is proposed. 7 stages of the developed methodology are repeated within the cycle of annual marketing planning after the actual implementation of planned activities.