Discuss the impact of high-quality customer service on the success of frequent diner programs. ...

Frequent diner programs, or other repeat-customer reward programs, are used to increase loyalty and reward customers for their loyalty. The long-term success of a frequent diner program often depends on the quality of service the members of the program receive. Frequent diner programs differ from sales promotions or other specials in that they require repeated visits to receive the program's rewards. As a result, the continual and consistent delivery of high-quality customer service is essential. Managers using these programs know that repeat customers expect excellent service each time they visit an operation and that their reward programs will succeed only if that level of service is consistently delivered to every frequent diner program member.