A sampling from media accounts that reference Ithaca College or quote members of the college community.
Tuesday, August 17, 2010
Michael McCall, professor of marketing and law
The business website MainStreet asked Michael McCall if customer reward programs lead to customer loyalty and therefore large payoffs for the businesses offering them. “If you offer $50 off on your $200 hotel room, the customer becomes fixated on the fact that your hotel rooms cost $200,” said McCall, adding that, in the future, customers won’t want to pay full price for the rooms or may even turn to competitors. This negates the purpose of reward programs, which is to ensure brand loyalty. As McCall points out, “a loyal customer is the best marketer your business can ever have.”
Publication Date: August 15, 2010
Article: “Do Rewards Programs Work for Small Biz?”
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