Satisfaction Strength and Customer Loyalty

Author:
Murali Chandrashekaran
Kristin Rotte
Stephen S. Tax
Rajdeep Grewal
February 2006
Forthcoming: JOURNAL OF MARKETING RESEARCH
ABSTRACT:
Although empirical research indicates that satisfaction is intimately linked to loyalty, anecdotal evidence reveals that many customers who state that they are very satisfied with a service provider nevertheless subsequently defect. In this paper, the authors focus on identifying which customers are vulnerable to defection [...]