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The set of behaviors that merit rewards is expanding for some savvy companies, as they seek out ways to foster an emotional bond with their customers. Zions Bank is offering perks to young scholars, marathon runners and Broadway fans. At right, a winner in Zions' Pays For A's drawing, and below, runners in the Ogden Marathon.

Rewarding Experiences: The New Twist on Loyalty Programs

Customer rewards donít have to be tied to spending. The set of behaviors that merit rewards is expanding for some savvy banks, as they seek out ways to foster an emotional bond with their customers. Zions Bank is offering perks to young scholars, marathon runners and Broadway fans.

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