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Customer Loyalty Requires More Than Rewards

Published Friday, February 01, 2008

The November 2007 article in this magazine about member loyalty programs dealt basically with the goodies to be derived from offering gifts, points and incentives, rather than with the real reasons consumers actually maintain a course of affinity with a business. I'd like to shed some light on the solid fundamentals of customer loyalty and not just the “sidebars” that the programs seem to concentrate on. Loyalty is created with customers contractually, transactionally, functionally and emotionally — sometimes in combinations of the aforementioned. Contractual loyalty arrives out of a business agreement — in the health club industry's terms, ...

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