What type of relationship marketing do credit card companies utilize by offering points or cash-back?

Credit card companies utilize frequency marketing by offering points or cash-back incentives. This strategy is centered around encouraging customers to use their credit cards more frequently by providing rewards based on the volume of transactions. The more a customer uses the card for purchases, the more points they accumulate or cash-back they earn, which not only enhances customer loyalty but also incentivizes additional usage of the card.

This approach is particularly effective in creating a habitual usage pattern among consumers, as they associate their credit card with tangible benefits. The psychology behind frequency marketing relies on the idea of reinforcing certain behaviors—in this case, the behavior of using the credit card more often to earn rewards.

In contrast, value marketing focuses on delivering superior value to customers but is not specifically tied to usage frequency. Relationship marketing involves building long-term relationships with customers but may not directly incorporate reward mechanisms based on usage. Referral marketing encourages customers to share the product with others but does not relate to the incentives based on transaction frequency.