Modern, competitive higher education institution today should offer a flexible, curricula, corresponding to needs of market economy and satisfying customer requirements. Who is the customer of a higher education institution – student, employer, academics, society, or all previously mentioned? Probably – who pays, orders the music, which means – student is the direct customer. After graduation the new professional enters the labour market and becomes a product of the higher education institution “brand” demanded by the employer. That’s why assessment process of higher education quality must be focused on everyone involved in the study process. If we are offering a service, we have to assess our results. Customer satisfaction is an important element of the service quality and should serve as a relevant component for quality assessment. A lot of opinions about satisfaction of higher education institution customers are analyzed in the article.