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Product and service quality, customer satisfaction and profitability are closely related dimensions. A high level of quality leads to greater customer satisfaction, which in turn allows price raises and, quite often, also cost reduction. Previous studies have shown a strong correlation between product quality and profitability. This is a process where the input is quality and the final output is a better economic performance. The link between them is customer satisfaction The first step to analyze this process is to verify the existence of this dependence. The aim of this study will be to demonstrate, through an empirical investigation, the existence of such a link validating the thesis that customer satisfaction depends on quality. In addition, through customer-based market segmentation, this study will aim at identifying the socio-demographic and behavioral characteristics of customers for whom quality has been crucial to their satisfaction with the service received