Loyalty is often rewarded like in most countries: in the supermarket and in other retail business for example the clothing business. Then there are the more international loyalty programs: like the airlines-loyalty programs.
Loyalty programs offer a mechanism to offer extra services and one such a service maybe a discount for loyal users.

In Spain this is not too different. Except for a few areas for which there is no loyalty what so ever: these are mobiles phones, telco's.

Mobile phones. There are no real loyalty programs regarding mobiles. It is much more profitable to switch from provider than to stay loyal to the same supplier for years. It will cost you money.

Telco's. The same story. Whatever time you remain a client, you will not notice it neither in your bills nor in other services. The best thing to do is switch providers and gain from the offers the other suppliers advertise with. Those clients - who have tried this, may get tired of switching like in those cases where the theoretical transition shouldn't give any problems but in practice will mean a serious barrier. Loyalty to the same supplier in this case is nothing else than knowing what problems you will face when switching.

Energy programs. This is not yet an issue but will be the next business area where supposed loyalty will be challenged...

I other areas and more in general people are loyal to quality (goods and services). Examples: fresh fish in the supermarket, rather than frozen food. Good food in restaurants rather than cheap alternatives offered by newcomers, etc.

A final topic perhaps is the implicit loyalty to their network. People in Spain are more than average social beings and socializing is a way of live. They are quite stable in their social network, starting with the family.

H.J.B.