Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. After flying a certain number of miles or flying a specified number of times, the frequent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing:
a. commitment selling
b. transaction marketing
c. transformational marketing
d. marketing engineering
e. relationship marketing
ANSWER: e