It is difficult to implement loyalty programs to inspire customer loyalty and retention. Loyalty programs that reward participants (customers, end users, members, consumers, or respondents) for behaviors and attitudes can build deep participant advocacy and a sustainable competitive advantage. Today’s consumers need to feel empowered; the customer has to know what is in it for them, not just for the company, and we (the company) drive that empowerment to advocacy. People who have tried to define loyalty usually approach it from one of two different directions- attitudinal and behavioral.  Attitudinal loyalty implies that loyalty is a state of mind. This means that a participant is “loyal” to a brand or an organization if they have a positive, preferential attitude toward it. In terms of attitudes, increasing a participant’s loyalty is virtually equivalent to increasing the participant’s preference toward your brand. It is closely tied to satisfaction, and any organization wanting to increase loyalty should concentrate on improving its product, its image, or other elements of the customers’ experience. On the other hand, the behavioral definition of loyalty relies on a customer’s actual actions, regardless of the attitudes or preferences underlying that specific behavior. Loyalty is concerned with the “re-purchase” activity, […]

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