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Survey: Consumer attitudes toward loyalty programs

Argyle Public Relationships of Toronto has released the results of a recent survey of consumer attitudes to loyalty programs in Canada. According to the study, 79% of consumers are somewhat or very satisfied with the loyalty program they use the most. Seventy-six percent reported trust in their chosen loyalty program, while 73% said the program "takes care" of the people using it. Additionally, 70% agreed that the program is committed to meeting their expectations, while 60% said the program was concerned about "people like me." Forty-one percent felt they can influence the decisions of their main loyalty program.

According to the study, the loyalty program which has the strongest relationship with its users is the Scotiabank Scene program. This is followed by the PC Optimum and Air Miles programs. Additional highly-rated programs include RBC Avion, TD Rewards and Aeroplan.

"While Canadians are loyal to their loyalty programs, the ready reward of the free movie or groceries seems to be winning our hearts more than the elusive dream vacation," said Argyle CEO Daniel Tisch. "The recent controversies about the future of Air Miles points, and about Aeroplan's future, may also be factors in the slight edge gained by those offering smaller, simpler rewards."

The survey was conducted by Leger.

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