Nowadays, is extremely important to monitor customer satisfaction. There are many theories and definitions of customer satisfaction. Customer satisfaction is important for every company, as well as for the chosen company Robin d.o.o. In this paper is presented the theoretical framework on customer satisfaction, as well as the methods and techniques of researching the value and satisfaction of customers are explained. In the continuation of this paper are presented the results of the conducted empirical research on a sample of 100 respondents who were customers of Robin stores in several locations. Based on the results of the conducted research, it can be concluded that the majority of respondents shop daily in Robin stores, that they are extremely satisfied with the hygiene of the stores and the friendliness of the staff, but they are extremely displeased with the prices of items, especially at the fruit and vegetable department. Based on the presented results, specifical recommendations were formulated for the selected company. First of all, it is recommended to pay attention to the taxes and retail prices, as well as to the improvement of the fruit and vegetable department. It is also suggested to instal a system for continuous monitoring of customer satisfaction in order to influence the increase of customer satisfaction, thereby increasing the base of loyal customers and consequently increasing the success of the company.