Why wait?

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p6
This article discusses a research on the reason of consumers for dropping out of loyalty programs conducted by Maritz Loyalty Marketing as of December 2004. According to the study, consumers do not want to wait to receive rewards in loyalty programs. Of consumers leaving a loyalty/rewards program, 70% said that the length of time needed to amass points was the main reason. That figure jumps to 79% in the 18-24 age group. Other problems also persisted in customer defection, including not being rewarded properly, disliking the fee, disliking the reward options, other programs seeming better, changing program rules, and poor customer service. Individuals with income surpassing $125,000 spend money and collect points faster, but they were likely to comparison shop. Of this demographic, 27% left a rewards program because another company's program seemed better or they did not like the reward options. When asked about communication tools for reward programs, most people prefer to be updated via the Internet, with 9% of those surveyed saying they stopped participating in a rewards program because they got too much regular mail from the company. This was even more prevalent among customers age 18-24. The data are based on 1,047 interviews with randomly selected adult participants in an online panel.


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