Customer satisfaction should not be the only goal

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Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction‐behavioral intentions relationship (2011, background): “Recent research has shown that satisfaction is an important determinant of attitudinal loyalty (Bennett and Rundle-Thiele, 2004; Bennett et al., 2005; Rauyruen and Miller, 2007).”
Customer satisfaction, loyalty and commitment in service organizations (2006, background): “Despite the fact that satisfaction and loyalty have been extensively researched in the international services literature ( Bennett and Rundle-Thiele, 2004”
Experience value as a function of hedonic and utilitarian dominant services (2016, background): “In enhancing overall satisfaction for the customers, it is expected that customer loyalty, in terms of positive word of mouth and revisits will increase (Bennett and Rundle-Thiele, 2004; Oliver, 1996; Yu and Dean, 2001).”
CSR and Customer Outcomes: The Mediating Role of Customer Engagement (2018, background): “With the increasing competition and enhancing customer-company interactions, companies have realized the limitations of adopting just a satisfaction approach [7] and have expanded their view of customer management to developing a strong relationship with customers [8].”