Customer satisfaction is a crucial factor for the success of the car manufacturing industry. To effectively measure and analyze customer satisfaction, the use of decision-making techniques that incorporate uncertainty and subjective judgments is essential. This abstract proposes the application of the Choquet integral, a mathematical tool that combines multiple criteria, and fuzzy measures to assess customer satisfaction in the car manufacturing industry. The Choquet integral allows for the aggregation of multiple factors or criteria, each with its own importance or weight to provide an overall satisfaction score. Fuzzy measures are utilized to capture the imprecision and vagueness inherent in customer satisfaction assessments. By combining these two approaches, a comprehensive and flexible framework can be established for evaluating customer satisfaction in the car manufacturing industry. The proposed methodology involves several steps. Firstly, a set of criteria is identified, such as vehicle quality, features, performance, reliability, safety, and customer service. Each criterion is assigned a fuzzy measure to represent its importance or relevance. Next, customer satisfaction data is collected through surveys, feedback, or other sources, and is converted into fuzzy satisfaction levels. These fuzzy satisfaction levels are then combined using the Choquet integral, taking into account the fuzzy measures associated with each criterion. The resulting aggregated satisfaction score provides a holistic view of customer satisfaction in the car manufacturing industry. The framework allows for the inclusion of both quantitative and qualitative data, capturing the subjective nature of customer perceptions and preferences. Furthermore, the fuzzy measures enable the modeling of uncertainty and imprecision, accounting for the inherent variability in customer satisfaction assessments. The application of the Choquet integral-fuzzy measures framework can aid car manufacturers in identifying areas of improvement, understanding the relative importance of different factors, and making informed decisions to enhance customer satisfaction. By incorporating subjective judgments and uncertainty, this approach provides a more accurate and comprehensive evaluation of customer satisfaction in the car manufacturing industry. © 2024 Elsevier B.V., All rights reserved.