Oliver (1997) describes satisfaction as a "Complete Customer Response". In fact, satisfaction is the outcome of the customer's judgment regarding this issue that to which extent features of a product or a service are able to satisfy customer's desirable expectations. This definition highlights the assessing nature of the satisfaction that through it the customer specifies whether a product, a brand or a store meets the expectations or not. Because of the complexity of the satisfaction's structure many ways are available to evaluate it.