Verma, H. (2010). Branding demystified. Plans to payoffs. P.40

There is a generally held belief that it is enough to satisfy a customer. Trying to change this satisfaction status to a complete satisfaction the financial return is not attractive enough. This idea was challenged and it was found that loyalty is what a company gets when they reach the customer's complete satisfaction status, and this results in superior financial performance in a long term. That change of status is a serious challenge in value generation, and companies must rate complete satisfaction ratings above mere satisfaction ratings.