Loyalty Takes a Beating

Loyalty Takes a Beating

A recent poll published in USA Today provided a glimpse into the motivation of loyalty program members who quit their programs.

The survey of 237 respondents conducted by Maritz Loyalty Marketing found that of consumers who stopped participating in rewards programs, a full 46 percent quit because they did not want to pay a fee.

Forty one percent felt they were not being rewarded appropriately, 32 percent had trouble redeeming points, and 24 percent felt that the rules changed too frequently.

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