The researchers characterize the phenomenon of customer satisfaction, paying special attention to modern means of measuring it. Apart from presenting the main advantages and disadvantages of classic path models (ACSI and EPSI), the authors propose their own two-level conceptual model. This model allows researchers to compare the obtained results in the area of measuring customer satisfaction with other market subjects (operating both inside and outside of a given sector). Researchers will also be able to shape the phenomenon of customer satisfaction from an individualized perspective, taking particular economic markets, sectors and subjects in the research methodology into account. Thanks to the proposed model, the management of the analysed subjects offers information about the degree of customer satisfaction on two planes of complexity, enabling strategic benchmarking and facilitating the making managerial decisions, directed towards internal problems of the organization.