How is customer satisfaction related to brand loyalty?

There are different levels of customer satisfaction from lowest level of relief to highest level of Bliss. As customer satisfaction keeps growing with the number of repeat purchases the satisfaction level also keeps growing to the highest level of satisfaction. But until a minimum threshold value of repeat purchases is reached customer loyalty towards the brand or product is not formed. Simple repeat purchases need not lead to loyalty.

Basis requirements need to be fulfilled to reach loyalty

Refer the above diagram to understand the concept in detail

•         There satisfaction level must be minimum to take it above complacency level.
•          There should be minimum number of repeat purchases to take the satisfaction level above complacency level.
•          Satisfaction keeps growing rapidly as the number of repeat purchase is slowly increasing.
•          While satisfaction is slowly growing loyalty is growing exponentially and vice versa. When rate of satisfaction is slow, the rate of loyalty grows.