In order to contextualize the topic of the thesis, the author primarily determined the subject of the research in the introductory part of the paper, taking into account the basic elements of the subject and their interrelationships. In addition, from the aforementioned, he determined the basic goal of the research and several sub-targets. The introductory part of the paper also describes the methodology of the work, taking into account the elements of the professional and scientific approach. The second part of the paper is about quality in general, and about its relative yet concise meaning, considering all the elements that affect it, and presents strategic plans for achieving the quality of the business. In the third part of the paper, the author reflects on satisfaction as an undeniable element of successful management in an increasingly demanding market, and emphasizes the importance of different categories of customers as well as key elements that help to achieve satisfaction. Furthermore, in the fourth part of the paper, the author gives an overview of key organizational changes as an irrefutable condition for successful management, and in this sense to increase the satisfaction of all stakeholders in the company and the distribution chain of value creation. Emphasis is placed on the importance of change management and the fundamental elements of the process of change. The fifth, empirical part of the paper, presents the results of online primary research through various tabular and graphical representations, as well as their interpretation. The concluding part of the paper presents concluding considerations and opinions regarding the interrelationship between secondary and primary research. Proposals are also being made to improve governance in order to increase satisfaction and improve the concept of integral quality management.