Abstract: Attitude satisfaction refers to the difference function between the perceivable effect and expectations to products of the consumers, in which behavioral loyalty is measured by the frequency of repeated purchase. In this paper, the relationship between them was divided into two categories: one was the consistency, such as low satisfaction with low loyalty, high satisfaction with high loyalty; the other kind was the inconsistency, as low satisfaction with high loyalty, or high satisfaction with low loyalty. The researcher further introduced the related research, including linear and constraint relation. In the end, the paper suggested that future researches should focus on the value and society property of consumers’ attitude satisfaction, and the consistency of the structure, in order to improve the predictive power of consumers’ attitude satisfaction on their behavior loyalty.

Key words: linear relationship, constrained relationship, customer satisfaction trap