Satisfaction Strength and Customer Loyalty Murali Chandrashekaran Kristin Rotte Stephen S. Tax Rajdeep Grewal February 2006 Forthcoming: JOURNAL OF MARKETING RESEARCH PLEASE DO NOT QUOTE OR CITE WITHOUT PERMISSION OF AUTHORS Keywords: Customer Satisfaction, Loyalty, Customer Uncertainty, Defection. Murali Chandrashekaran is Professor of Marketing and Head of the Marketing Cluster and Kristin Rotte is Assistant Professor at Australian Graduate School of Management, University of New South Wales, Stephen S. Tax is Associate Professor of Service Management at University of Victoria, Rajdeep Grewal is Dean’s Faculty Fellow and Associate Professor of Marketing at the Smeal College of Business Administration, the Pennsylvania State University; and. The authors would like to thank the seminar series participants at the Graduate School of Business at Stanford University and at the Fuqua School of Business at Duke University. The first two authors also acknowledge that support for this research was provided by the Faculty Research Grant program at the Australian Graduate School of Management and University of New South Wales. Please address correspondence to Kristin Rotte, kristinr@agsm.edu.au , phone: 61-2-9931 9283.