In the past decades, there was a controversial issue about the relationship between customer loyalty and satisfaction. Actually, it is still a heated debate nowadays. Some people said that customer satisfaction bring customer loyalty, while some people believed that customer loyalty affect customer satisfaction. Interestingly, very few executives and managers understand the critical difference. The purpose of this paper is to find the relationship between customer loyalty and satisfaction and how should companies do to build loyalty. According to some previous researches, we found that customer satisfaction is just one of the factors of affect customer loyalty. There are some components that may develop or lessen loyalty.
Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations. Customer satisfaction is influenced not only by the overall performance of a brand, company, or experience, but also by how well the actual performance meets or exceeds expectations.
1) If the performance falls short of expectations, the customer is dissatisfied.
2) If the performance matches the expectations, the customer is satisfied.
3) If the performance exceeds expectations, the customer is highly satisfied or delighted.
The importance of customer satisfaction is that it maintains client loyalty through exceptional customer service, which, in turn, can lead to growth in market share and profitability. Customer satisfaction also generates a positive company image. Clients who are pleased by positive employee attitudes and efforts will keep coming back and likely will inform others of their positive experiences. Overall, perhaps the greatest importance of customer satisfaction is that it can make someone 's day to receive exceptional customer service.