Oliver (1999) suggested that customer satisfaction developed by way of product usage, is a necessary step in loyalty formation. But it becomes less significant as loyalty begins to set through other mechanisms such as individual fortitude (i.e., the degree to which the consumer resists competitive pressure to switch over to another brand) and social bonding (i.e., the degree to which the community or the society supports the consumer to remain loyal).
Oliver (1990) concludes that satisfaction is an important step in loyalty formation. However, it becomes less significant loyalty begins to set through other devices include the role of individual fortitude