The paper deals with problems concerning customers’ satisfaction. It summarizes results of primary research focused on an analysis of fundamental factors, which shape clients’ preferences, influence the level of satisfaction of transportation companies´ customers in general and in transportation companies under study in particular. Altogether 49 % of respondents mentioned that the type of transportation means was the most important factor that influenced their satisfaction. As other significant factors influencing the satisfaction of respondents the following were mentioned: prices of transportation, quality of services during the transportation, respecting regular pauses during transportation, and the possibility of refreshments during the transportation. All companies that were addressed monitored the level of satisfaction of their customers (nearly 20 % did this every month). Each company that monitored satisfaction of its customers every year also developed a marketing plan of their activities. The paper also contains detailed results of conducted inquiries as well as the relevant discussion.