INTRODUCTION

From this study, satisfaction has been defined as an evaluation of the perceived discrepancy between
prior expectationsand the actual performance of the product (Tse and Wilton 1988.p204; see also Oliver
1980)
The author Oliver (1997) define satisfaction as pleasurable fulfillment. That is, the consumer senses that
consumption fulfills some need, desire, goal, or so forth and that this fulfillment is pleasurable. Besides
that, the author Oliver (1997) further modify the definitions of loyalty as deeply held commitment to rebuy
or repatronize a preferred product/service consistently in the future, thereby causing repetitive samebrand or same brand-set purchasing, despite situational influences and marketing efforts having the
potential to cause switching behavior.
Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude
and repeat patronage. The relationship is seen as mediated by social norms and situational factors.
Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty,
along with motivational, perceptual, and behavioral consequences.
The purpose of this study is to investigate the interaction between consumer satisfaction and loyalty. The
author suggests a four-stage loyalty model proposing that loyalty consists of belief, affect, intentions, and
action.
The author defines loyalty as a deeply held commitment to rebuy or repatronize a preferred product or
service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing,
despite situational influences and marketing efforts that have the potential to cause switching behaviour.

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THE RELATIONSHIP BETWEEN SATISFACTION AND LOYALTY

Panel 1
Satisfaction and loyalty
are separate
manifestations of the
same concept

Panel 4 - Super
ordinate existence of
ultimate loyalty of
which satisfaction and
simple loyalty are
components

Panel 2
Satisfaction is a core
concept for loyalty

Panel 3 - Nucleonic role

of satisfaction ad
suggests that it is an
ingredient of loyalty but
only one of its
components

Panel 5 - Some fraction of

satisfaction is found in
loyalty and that fraction is
part of, but not key to, the
very essence of loyalty

Panel 6 - Satisfaction is
the beginning of a
transitioning sequence
that culminates in a
separate loyalty state

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LOYALTY PHASE
Cognitive
loyalty

Loyalty to Information
It is the phase where consumer loyalty determined by information,
perception and beliefs. Influenced largely by consumer evaluation based
on experience-based information towards the brand. It is the weakest type of
loyalty.

Affective
loyalty

Loyalty to a Liking
At this phase, the consumer develop emotional connection with the
brand. Consumer satisfaction may influence by positive or negative
feelings towards the brand. Favorable attitude towards specific brand.
Consumer loyalty may be changed as shown by the data that large
percentage of brand defectors claim to have been previously satisfied with
their brand.

Conative
loyalty

Loyalty to an Intention
Consumer commitment to rebuying the same brand. A brand specific
commitment to repurchase. It refers to behavioral intention.

Action
loyalty

Loyalty to action inertia.

Consumer desire and intention gets to converted into strong eagerness to
act. It is the commitment to the action of rebuying. Consumer is brand
advocates.

Obstacle to Loyalty
Consumer idiosyncrasies
Variety seeking consumer will not be loyal. This will be particularly true at the cognitive and even
the conative level. Consumer disloyalty include multi brand loyalty, withdrawal from the product
category and changes in need.
Switching incentives
Competitors can take advantage by attract consumers through persuasive messages and
incentives with the purpose of taking them away from their preferred offering. On cognitive
loyalty phase, the loyalty is directed at cost benefits not brand. Thus, subject to failings. The
affective loyalty phase, the dissatisfaction effect is at the increase of attractiveness of
alternatives suppliers. The image of the alternatives brand may be degraded the image of the
present brand.

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CONCLUSION

LOYALTY STRATEGIES
Product
Superiority

It is the weakest form of loyalty. A high quality and/or product superiority,

could generate a strong sense of brand-directed preference. Consumer
will cross the threshold from low to high consumer determination.

Determined
Self-Isolation

A high determination and low social support. Consumer also will wish to
rebuy on the basis of determination or determined self-isolation. Consumer
desires to rebuy the brand can be based on determined self isolation
comparable to the concept of love.

Village
Envelopment

It has a low fortitude and high social support. The consumer being
influence by outside factor. The common computer platform and
networking environment supported by most businesses is an example of
this concept. The consumer is the passive acceptor of the brand
environment within the social alliance that shelters from the outside
influences.

Immersed SelfIdentity

It has the same degree of influences fortitude and social support, high.
This form represents the form of ultimate loyalty as a consumer found a
natural match with the brands and its environment.

As a result, a minor change in satisfaction can lead to a substantial change in

loyalty increment. when satisfaction reaches a certain level, loyalty increases
dramatically; at the same time, when satisfaction declined to a certain point, loyalty
dropped equally dramatically. Ultimate loyalty is supported by the convergence of
product, personal, and social forces, and the consumer displaying this state has
logical, personal and communal loyalty sustainers.
The result of this analysis conclude that satisfaction is a fundamental of loyalty, but
become less significant as loyalty begins to set through by other mechanisms.
These mechanisms omitted from consideration in current models, include the roles
of personal determinism and social bonding at the institutional and personal level.