Title: Satisfaction and loyalty from a customer viewpoint Level: Final assignment for Master degree in Business Administration Authors: Thomas Blomqvist and Per Nilsson Supervisor: Lars-Torsten Eriksson Date: Januari 2010Purpose: The overall purpose of our paper is to describe Alfas customers based on the level of satisfaction and loyalty. We also want to find out if there are specific characteristics of customers with a high degree of satisfaction and loyalty.Method: We have used both secondary and primary data in the paper. We started with a review of relevant literature to seek knowledge in the field of customer satisfaction and customer loyalty. Thereafter we conducted a prestudy by interviewing three of Alfas employees, and finally we conducted a quantitative survey on Alfas customers. The results were analyzed and compared against current theory of customer satisfaction and customer loyaltyResults & conclusion: The results suggest that Alfa is successful in meeting customer expectations in service delivery, even if we can confirm differences in outcome between the three businessareas.