Has there been any scientific research that shows improving customer satisfaction scores also improves customer loyalty ? The studies I have seen show little or no relationship. One study indicated that customer DISsatisfaction can cause defection to the competition, but the same study also showed that 25% to 75% of satisfied to very satisfied customers also defect to the competition on their next purchase (in HMO renewals and new automobile purchases). If this is commonly true, then focusing on customer satisfaction is not a very effective way to build customer loyalty. Knowing the answer to this would seem to be a very important question.