Revised Journal Review Article: “Customer Satisfaction Strength and Loyalty” by Murali Chandrashekaran, Kristin Rotte, Stephen S. Tax, Rajdeep Grewal, Journal of Marketing, February 1, 2007, Vol.44(1), pp. 153-163.Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get an original essayThe article “Satisfaction Strength and Customer Loyalty” is a marketing journal that studies the satisfaction force which plays an important role in the translation of declared declarations. of customer satisfaction in loyalty. We are convinced that customer satisfaction is the main key to securing the customer relationship with the company and generating long-term financial performance. Most managers realize that customer satisfaction is important in competitive markets; However, most managers do not realize the importance of customer satisfaction level which can affect customer loyalty because there is a difference between the loyalty of completely satisfied customers and the loyalty of merely satisfied customers. “Evidence reveals that many customers who report satisfaction with a service provider nevertheless default.” (Murali Chandrashekaran, Kristin Rotte, Stephen S. Tax, Rajdeep Grewal, 2007). This review article focuses on identifying customers who are most likely to defect despite their high levels of satisfaction. The authors believe that the translation of service satisfaction into customer loyalty actually depends on other variables. Critical events such as service variability and service outages are very sensitive and can cause potential disadvantages in the relationship with a service provider and destabilize the customer relationship. Therefore, they examine the strength of customer sentiments in the context of ongoing customer relationships with the company. Another variable that can be at the origin of customer defection, even when they express satisfaction, concerns the different aspects of previous relational experience, such as the duration of the relationship with the company and the favorable nature of previous experience. The theories of this research are that there are two distinct dimensions related to each other in order to recognize reported customer satisfaction, namely the level of satisfaction and the strength with which this judgment is made. Customers are more likely to differ on the level of their satisfaction. Customer expectations are always vague and difficult to perceive, so it is likely that customers' judgments of satisfaction are weighed down by their uncertainty about the service. They may be uncertain in their expectations of the service. The authors argue that another way to observe customer satisfaction is based on how they expect to experience and their actual experience with service providers. The authors build on existing literature on satisfaction and judgment formation by linking customer satisfaction and loyalty to the role of satisfaction strength and prior relationship experiences. They expect that previous relationship experiences will affect the translation of satisfaction into loyalty, because they can lead to and make dissatisfaction worse. Using data from an ongoing customer satisfaction tracking study conducted by a large U.S.-based service organization, these journal articles publish two studies in which they examine the role of satisfaction strength in training of the satisfaction-loyalty linkin a business-to-business context. for Study 1 and examine the hypothesized relationships in a service failure with the recovery situation for Study 2. Study 1: Satisfaction and loyalty in the ongoing service relationship between companies. Each company representative interacts with several customers on a weekly basis and due to the frequency of interaction, the salesperson always manages to develop positive bonds with customers. An interview is conducted with the key contact person who is still involved in servicing with customers and the survey questions include measuring customer perceptions on service delivery, responsiveness of the company to customer inquiries and complaints. their customers, customer satisfaction with the company representative and the overall company and the survey also measures whether customers are willing to recommend the company to others. The results of this study show that the level of satisfaction is very important in the customer satisfaction-loyalty link. Customers with low satisfaction tend to defect more than customers with high satisfaction. Even if customer satisfaction judgment is low, loyalty will still result. Study 2: Satisfaction and loyalty after service failures in business-consumer relationships. In the second study, the authors used data from the work of Tax, Brown and Chandrashekaran in 1998 to validate their theorization. This study differs from the previous study in two ways: first, the current study focuses on the impact of the role of justice perceptions in shaping the level of satisfaction on the level and strength of satisfaction, and second , it centrally focuses on the impact of satisfaction strength on the translation of customer satisfaction into loyalty. They used a cross-sectional survey design and measured in terms of commitment to the service provider and tendency to ensure word of mouth. Overall, the results of this second study are consistent with those of the first study, which show that customers with low satisfaction scores have a greater risk of defaulting than those with high satisfaction. The difference between these two studies is that the first study focused on a business-to-business service provider, while the second study focused on individual customer experiences. It's not just about satisfaction, but rather how happy customers are with companies. This study published in a scientific journal may seem like simple research, but it actually helps companies improve their long-term performance. The first strength of this review article is that this review study contains very useful information that can help in future practice. Nowadays, it becomes more imperative to retain customers simply because satisfaction does not always have a strong effect on loyalty, so this review article helps us to be more aware and consider other variables such as l Previous service experience and customer sensitivity in order to have a long-term relationship with customers. Aside from that, this review article is a supplement because instead of using a single study, the authors offer two studies to support their theorizing. They focused on both business-to-business service providers and individual customer experiences to clearly demonstrate that satisfaction strength plays an important role in translating satisfaction into loyalty. Furthermore, this review study highlights the problems associated with focusing on.