Banking On Loyalty: The Role Of Relationship Rewards

SEVENTH OF EIGHT REPORTS FROM THE MERCATOR CUSTOMERMONITOR SURVEY SERIES

Boston, MA -- Banking On Loyalty: The Role of Relationship Rewards highlights consumers use of relationship rewards programs at banks and their attitudes regarding these programs. Based on a national sample of 1,010 online consumer survey panel survey responses focused on banking channel topics, the report outlines consumer patterns of relationship reward program usage, motivational value of program elements, and profiles of reward program users.

Highlights of the report include the following:

The most prevalent ways relationship rewards are generated.

The reasons these programs and participants are vulnerable to any reduction or elimination of rewards that is tied primarily to debit use.

Which rewards are more likely to have customer retention benefits.

Which elements are often not available to current program participantsand why.

"The post-Durbin environment may send banks back to a brave old world of relationship rewards, where a bank's most valued customers received a direct, account-based benefit such as preferential rates or service discounts/fee waivers for their relationship," notes Ken Paterson, VP for Research Operations at Mercator Advisory Group and the author of the report. "The feasibility of such programs will be dependent upon the profitability calculations and the context of today's rate environment. Consumers will need to adjust too, as rewards program participants have grown accustomed to being paid to transact. Future rewards programs may need to incent other behaviors."

One of the 21 exhibits included in this report.

The report is 44 pages long and contains 21 exhibits.

Members of Mercator Advisory Group have access to this report as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits.

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About Mercator Advisory Group
Mercator Advisory Group is the leading, independent research and advisory services firm exclusively focused on the payments and banking industries. We deliver pragmatic and timely research and advice designed to help our clients uncover the most lucrative opportunities to maximize revenue growth and contain costs. Our clients range from the world's largest payment issuers, acquirers, processors, merchants and associations to leading technology providers and investors. Mercator Advisory Group is also the publisher of the online payments and banking news and information portal PaymentsJournal.com.