This thesis aims to present a proposal to improve the analysis of customer satisfaction in Fiat Chrysler Automobiles company, specifically it was developed in the Marketing vehicle importers for Light Commercial Vehicles area. Since customer satisfaction has become a key factor for the growth and success of a company in the last few years, FCA is concerned about having a reliable analysis of not only their position in their market but also going beyond that to understand how customers perceive them and the reasons behind their satisfaction or dissatisfaction with their products/services. The analysis of customers perception is a broad subject that takes into account several dimensions as customer satisfaction, dissatisfaction, loyalty, quality of the products/services, etc.