The objective of this paper is to present the research results in modelling the process for providing satisfaction of company's customers and their requirements - the key elements of the model which is the final result of the research. This model implies a process approach and acceptable marketing research in the beginning, as well as appropriate evaluation at the end. The model is harmonised with: the quality management concept, the business excellence concept, and the relationship marketing concept. To prove the justifiability of the requirements, elements and activities in the theoretic model, postulated on the basis of researching available literature and research in this sphere, the research included an interview with 84 companies (manufacturing and services), certified according to ISO 9001:2000, registered and active in Serbia (as the primary group) and 37 experts from the relevant field of work as the control group of the research.