Over the last few decades, the linkage between customers’ satisfaction and business profitability is proven a very important factor in modern business organizations. According to many researchers’ customers’ satisfaction is strongly correlated to business profitability. Besides, several research efforts studied this linkage in order to determine the extend of effecting customers’ satisfaction on business profitability. Thus, customers’ satisfaction has gained vivid interest of scholars worldwide. Business profitability can be determined by customers’ loyalty and an increasing market share. Besides, the banking sector at both international and national levels is currently appreciated as one of the most dynamic and competitive industries. The aim of this research is to investigate the relationship between business profitability and customers’ satisfaction in the Greek banking sector. The analysis of the customers’ satisfaction was based on the multicriteria MUSA (Multicriteria Satisfaction Analysis) method. MUSA is an ordinal regression model which is based on the principles of multicriteria decision analysis. MUSA method is part of the wider category of aggregation – disaggregation approach, being based on the principles of qualitative analysis regression. Data were collected through a web site questionnaire that was been delivered in order to better understand the customers’ views on the service
overall as well as their satisfaction levels on particular aspects of the service. The relationship between business profitability and customer satisfaction results has been analysed using correlation coefficients and regression models. The research findings unveiled a positive correlation between customers’ satisfaction and bank profitability.