One of the objectives of customer satisfactory researche ismodeling the relationsh ip among the function of p roduct attributes, the th reshold of satisfaction and the survey samp les. Both the satisfaction and th reshold are simultaneously estimated on the basis of a stochastic discrete choice model developed in the paper. A Bayesian app roaches emp loying the Gibbs samp ling method is built up th rough a scheme of M arkov chain. A Monte Carlo algorithm is p roposed for calculating the parameters of function and th resh2 olds. A p ractical examp le is emp loyed to illustrate its app lication