Comfyshoes- That's true. I think that companies measure customer loyalty value by offering loyalty programs.
For example, if you go to a Staples store they always ask if you have your rewards card. A rewards card offers rebate on various purchases at a Staples store.
These rebates are sent back in the form of a check. The check however, can only be used to purchase products in the Staples store. This is one way that customer loyalty value is measured.
This also happens with a lot of credit card companies. Credit card companies offer anything from airline miles to rebate checks, to merchandise points in order to shop from a catalog.
All of the programs offer customer relationship value because they're offering you something extra in addition to the regular use of the credit card.