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By satisfying customer, firms can improve their performance through favorable image, word of mouth, recommendation, and repurchase. Customer satisfaction has been being an important role for both practitioners and academia, and its importance is growing. Companies invest heavily in managing and enhancing customer satisfaction. However, there are mixed conclusions from empirical studies about the effect of customer satisfaction on the financial performance. Hence, we investigate the effect of customer satisfaction on the financial performance of firms. Most of the previous studies on customer satisfaction were conducted on the market in the United States. Results of the US market studies might not reflect the characteristics of other countries. Therefore, it is necessary to examine the effect of customer satisfaction in the Asian market, which can lead to a customer satisfaction management strategy suitable for the individual Asian markets. Also, previous researches mainly examined psychological factors affecting customer satisfaction. However, factors such as the environmental characteristics of the market can affect customer satisfaction as well. Therefore, we examine the effect of customer satisfaction on firms’ financial performance in the Asian markets including Republic of Korea and China from a comparative perspective. We focus on the impact of industry type, different characteristics of products and services on the customer satisfaction formation. Results show that these difference in customer satisfaction formation process can influence on the relationship between customer satisfaction and financial performance. We provide strategic guidelines by comparing two Asian markets dividing industrial types into manufacturing and service industries, and examining the relationship between customer satisfaction and firm’s performance by industry types.