Theoretical studies posit that marketing strategies increases customers’ satisfaction and loyalty and decreases the systematic risk of the company’s stock. Many variables such as size, book-to-market and others, which have no special standing in asset-pricing theory, show reli-able power to explain the cross-section of expected stock’s returns. By adding customers’ sat-isfaction to one of them, this research involves discovering the relationship between custom-ers’ satisfaction and stock’s returns systematic risk, if any, by conducting a panel data analy-sis of seven banks in Sweden, Denmark and Norway through the period of year 2002 – 2011. The results verify a significant negative relationship between customers’ satisfaction and stock’s returns systematic risk.