When customers aren't sure of who they can trust, they start to examine all of their options. The older days of customer loyalty and brand loyalty, like when a brand name was enough to garner loyalty, isn't an effective strategy as it used to be. People are far more scrutinizing in the so-called "customer era", so companies must try harder to build customer loyalty amongst their customers. One way to build better brand awareness and encourage customer loyalty is to offer rewards, as many companies do.
source: https://www.zendesk.com/resources/building-customer-loyalty/
