The last time I had my car serviced I was asked by the dealer was I satisfied? I replied yes, however, if the dealership had asked what my loyalty was like to them they would have got a very different answer. Being satisfied does not make me loyal, in fact, if I had another dealership closer that provided the same service as the one I currently use, I would switch straight away. Ask yourself, do you want satisfied or loyal customers? If you only measure satisfaction then all those who rate ‘satisfied’ in your surveys may defect very easily.