There should be some discount for customer loyalty. Unfortunately, many companies show no care for present customers and aggressively solicit new ones.
Years ago customer loyalty meant something. Not so much today. Look at some of the airlines that solicited customer loyalty through points; then they decided to change that policy when it was no longer in their best interest leaving many loyal travelers wondering what happened to their rewards. Loyalty in the workplace is almost gone, too. Our society is changing. GS, like most companies know exactly how many customers will not renew their membership and how many will renew at the higher rates. They know that they can attract new customers at reduced rates and a percentage will stay when the rates increase. It is all about economics and statistics. Loyalty, as a statistic, is difficult to calculate and especially hard to calculate when companies don't try to keep loyal customers.
