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Well, in a business sense, "goodwill" is the difference between the sale price of a company and its paper worth. That is, if a company has a building worth X, inventory worth Y, and receivables worth Z, any difference (simplified here, and yes, I'm leaving out liabilities) between X+Y+Z and the actual selling price of the company is listed as goodwill. It can indeed be customer happiness, but it can also be paper "value" with nothing but a bubble behind it.
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