“This is achieved by adding value to existing customers or by identifying the value expectations of new customers and coordinating the resources, processes and capabilities of the value chain to meet these expectations” ( Walter & Rainbird, 2007). For customer satisfaction to become a core value, the organization should take the necessary actions to add it. Furthermore, the organization should support the core added value from top to bottom. The organization should consistently communicate this value, provide guidelines, and create or implement a system to evaluate it