In pursuit of this goal, it would seem unnecessary to state that satisfaction and loyalty are linked inextricably and that this relation is asymmetric. Although loyal consumers are most typically satisfied, the aforementioned data show that satisfaction is an unreliable precursor to loyalty. This observation raises two questions: ( I ) What aspect of the satisfaction response has implications for loyalty? and (2) What fraction of the loyalty response is due to this satisfaction component? In addition, this task of more fully explaining the loyalty response requires that other determinants of loyalty be identified.