Loyalty program should be exclusive initiative of companies as their own strategy or not?

Question

Loyalty program should be exclusive initiative of companies as their own strategy or not?
for i like to know about both sides.

Answer 1

A loyalty program, such as a frequent flyer program? Sure, that should be part of a company's strategy and it should be initiated by the company. Who else could initiate such a program... the customers? I can't see that happening.