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• Give me one example (eg. credit card, airline, etc.). What is the primary benefit of the company’s reward program for you?

• Based on the benefits, do you think that the reward program aims to develop a long-term relationship with you (eg, building brand loyalty) or it aims to just “maintain the current relationship with you (prevent switching over to competitors)? What reward program characteristics lead you to think that way?

Is the reward program a good idea for developing and maintaining a long-term relationship between the company and customers?

Note: If you do not have any loyal membership at this moment, you may be able to select any company’s reward program for this discussion question.