Instead, there are many reasons. The wrong metrics All measures are not created equal. Part of the problem may lie with the way businesses assess the relationship between company and customer. Satisfaction reflects a degree of stated happiness with a current choice, but says little or nothing about the customers' feelings about other alternatives. Loyalty indices that combine attitudinal satisfaction with behavioral intention measures are much better indicators.
Satisfaction is only part of the puzzle.
Satisfaction isn't wrong, but it is most certainly incomplete. The wrong lens Too often, companies fail to tie the metrics they employ to the real business outcomes that are their ultimate aims. In addition, companies heavily emphasize the rational attributes that appear to underlie the customer relationship. Clean bathrooms and hot hamburgers. Service in less than five minutes.