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The Conversation
The Conversation
Sanjit K. Roy, Professor of Marketing and Service Science, Edith Cowan University

Why do so many of us sign up to loyalty programs and then never use them?

Peter Dazeley/Getty

Take out your wallet and count the number of loyalty cards you have. Then, add to this number any others you might have sitting on your phone, in digital wallets or membership apps.

There’s a good chance you’re a member of at least one loyalty program. You may even find some memberships you don’t remember signing up for. If this is the case, you’re not alone.

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