It is at the core of the CSI framework and is encased within a system of cause and effect running from the antecedents of overall customer satisfaction - expectations, image, perceived quality and value – to the consequences of overall customer satisfaction – customer loyalty and customer complaints. The obvious strength of this approach is that it moves beyond the immediate consumption experience and facilitates the study of the causes and consequences of consumer satisfaction. In fact,the primary objective of this structural approach is to explain customer loyalty.