A theater that was once very popular is having decreased attendance at its movies even though its owner is providing his audience with the kind of movies they have enjoyed in the past. He is thinking about offering a program where customers earn free snacks with the purchase of a set number of tickets. Why might it be inappropriate for a movie theater to implement a financial rewards loyalty program?
What will be an ideal response?
First, these programs are easily imitated. Thus, any increased usage or loyalty from customers may be short-lived. Second, this strategy is not likely to be successful unless it is structured so that it can truly lead to increased or repeat usage rather than serving as a means to attract new customers and potentially cause endless switching among competitors. Finally, this strategy will not be successful long-term unless it builds customers' perception of increased value received from the service.
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