The dynamic and competitive business environment has urged companies to pay considerable emphasis on building close ties with their customers and nurturing long-term relationships. With high competitions, customers become more able to switch to other competitors. Although many companies implemented marketing programmes to retain customers and extend the relationships with them, some of these marketing programmes are cost-based, which basically rely on financial incentives and/or financial constrains. These activities have in some instances shown effectiveness in attracting and keeping customers, however, they also caused detrimental effects on the resulting rapport.