New research has shown that loyalty programs are hugely successful in China, with nearly 90% of those questioned saying loyalty programs encouraged them to spend more. The survey was done amongst the top 15% of earners in each country questioned, which included China, Hong Kong and Singapore. Whilst Chinese respondents were more positive about loyalty programmes – with 34% believing that such programmes had increased in value since last year, compared to 16% of respondents from Singapore – the greatest differences could be seen in their attitudes towards companies they feel loyal to. Whilst three-quarters of those in China said that they would “go out of their way to do business” with a company they felt loyal to, only 36% of those in Singapore and 30% of those in Hong Kong would do the same. This difference in attitudes has been attributed to the high value that businesses put on customer service in China, compared to its nearby markets.