Despite major retailers investing tens of millions of dollars a year into loyalty programs, they are a dying breed, with customers struggling to see the benefits of signing up, according to QUT research.
But benefits that stimulate gratitude in customers have the power to strengthen the seller-customer relationship and ensure loyalty, researchers Dr Syed Hasan, Professor Ian Lings, Associate Professor Larry Neale and Dr Gary Mortimer, from QUT's School of Advertising, Marketing and Public Relations, found.