Critical article of the journal reviewed: "Strength of customer satisfaction and loyalty" by Murali Chandrashekaran, Kristin Rotte, Stephen S. Tax, Rajdeep Grewal, Journal of Marketing, 1 February 2007, Vol.44(1), pp. 153-163. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayThe article "Customer Satisfaction and Loyalty" is a marketing journal that studies the strength of satisfaction which plays an important role in translating the stated customer satisfaction into loyalty. We firmly believe that customer satisfaction is the main key to securing the customer's 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 the level of customer satisfaction which can influence customer loyalty because there is a difference between the loyalty of completely satisfied customers and the loyalty of simply satisfied customers. “Evidence reveals that many customers who say they are satisfied with a service provider nevertheless defect.” (Murali Chandrashekaran, Kristin Rotte, Stephen S. Tax, Rajdeep Grewal, 2007). The goal of this journal article is to identify which customers are most likely to churn despite reported 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 failures are very sensitive and can cause a potential disadvantage in dealing with a service provider and can lead to destabilizing the customer relationship. Therefore, they examine the strength of customers' feelings in the context of ongoing relationships with the company. Another variable that can cause customer defection even when they declare their satisfaction are the various aspects of the previous relational experience such as the duration of the relationship with the company and the preference of the previous experience. The theory of this research is that there are two distinct dimensions related to each other in order to recognize the declared customer satisfaction, i.e. the level of satisfaction and the strength with which this judgment is maintained. Customers are very likely to differ in their level of satisfaction. Customer expectations are always vague and difficult to perceive, so it is likely that their uncertainties regarding the service weigh on the satisfaction ratings expressed by customers. They may be uncertain in their expectations of the service. The authors argue that another way to look at customer satisfaction is based on how they expect to live and their actual experience with service providers. The authors build on existing streams in the literature related to satisfaction and judgment formation by linking customer satisfaction and loyalty with the role of strength of satisfaction and previous relationship experiences. They expect that previous relationship experiences will influence the translation of satisfaction into loyalty as it may cause dissatisfaction and make the situation worse. Using data from an ongoing customer satisfaction monitoring study conducted by a large U.S.-based service organization, the articles in this journal present two studies examining the role of the strength of satisfaction in shaping the link between satisfaction and loyalty in a business-to-business context. for Study 1 and examine the relationshipshypothesized in the event of service interruption with the recovery situation for Study 2. Study 1: Satisfaction and loyalty in the continuous service relationship between companies. Each company representative interacts with several customers on a weekly basis and due to the frequency of interaction, the sales representative always manages to develop positive bonds with customers. An interview is conducted with the key contact person who is always involved in the service with customers and the survey questions include measuring customers' perception of service provision, the company's responsiveness to customer requests and complaints, customer satisfaction with the company representative and the The entire company and survey also measures whether customers are willing to recommend the company to others. The results of this study show that the strength of satisfaction is very important in the link between customer satisfaction and loyalty. Customers with weakly maintained satisfaction tend to defect more than customers with strongly maintained satisfaction. Even if customers' satisfaction rating is weak, it will still result in loyalty. Study 2: Satisfaction and loyalty after service failures in business-consumer relationships. In the second study, the authors used data from Tax, Brown and Chandrashekaran's 1998 study 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 focuses centrally on the impact of strength of satisfaction 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 deliver by word of mouth. Overall, the findings from this second study tie in with the findings from the first study which supports that customers with low satisfaction scores are at greater risk of abandoning than those with high satisfaction levels. The difference between these two studies is that in the first study they focused on a business-to-business service provider while the second study focused on individual customer experiences. It's not just about satisfaction, but how strong and complete customers' satisfaction is with companies. This journal study may seem like simple research, but it actually helps companies improve their long-term performance. The first strength of this journal article is that this journal study contains very useful information that could help in future practice. Nowadays, it becomes more imperative to build customer loyalty simply because satisfaction does not always have a strong effect on loyalty, so this journal article helps us to be more aware and consider other variables such as previous service experience and sensitivity of the customer in order to have a long-term relationship with customers. Beyond that, this journal article is an extra because instead of using just one study, the authors come up with two to support their theorizing. They focused on both business-to-business service providers and individual customer experiences to forcefully demonstrate that the strength of satisfaction plays an important role in translating satisfaction into loyalty. Furthermore, this journal study highlights the problems associated with focusing on the other possibility, while other researchers who focus only on average satisfaction.