From love to breakup: Is Delta’s loyalty program transformation a recipe for disaster? ...Middle East

I often compare luxury to a romantic relationship. When brands create extreme value for clients, the reaction is often: “I am in love with that brand.” When brands do things right, people develop a strong desire and emotional connection. And importantly, because they are now in love with the brand, they will show loyalty, advocacy, and a willingness to pay higher prices. However, the rule of any romantic relationship also applies: Clients expect to be loved back. If the love is just one-sided and they feel that the brand is just treating them in a transactional fashion, then a breakup is imminent. Extensive “breakup research” at Équité and Pepperdine University has shown that, first, the b

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From love to breakup: Is Delta’s loyalty program transformation a recipe for disaster? ...Middle East

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