Back in 1999 the legendary US business guru Fred Reichheld exclaimed It is not how satisfied you keep your customers, its how many satisfied customers you keep. Customer satisfaction and customer loyalty are the best predictors of customer retention. There exists an interaction between the desired results and customer satisfaction, customer loyalty and customer retention. Without the customer it is impossible for any business to sustain itself. Achieving the desired results is frequently a result of customer actions. Any business without a focus on customer satisfaction is at the mercy of the market. You don't earn loyalty in a day. You earn loyalty day-by-day. By JEFFREY GITOMER. There are three basic customer attitudes - emotive, inertial, and deliberative - underlie loyalty profiles.