It is natural that firms would like to increase their profits and value through customer satisfaction (CS). It is therefore important for the academic and practical purposes to investigate the relationship between CS and firm`s performance. Previous studies about this relationship have examined mainly the current effect of CS on firm`s performance. According to the research that many marketing activities have dynamic effects over time, however, the dynamic effect of CS on firm``s performance needs to be tested. Failure to assess the dynamic effects might lead to the underestimation of the impact of CS. This study thus attempts to investigate the dynamic effects of CS on firm``s profitability and value by panel data analysis. The results show that CS has dynamic effects on firm`s profitability and value. There was a significant improvement in model fit compared with the model examining current effects only. On the other hand, it was difficult to interpret the estimation results of the alternative model incorporating two lagged variables of CS and there was a multicollinearity problem.