Internet service providers (ISPs) stand a greater chance of securing consumers' long-term custom if they offer loyalty incentives throughout the course of the contract, it has been claimed.

According to market research firm JD Power and Associates, discounts on monthly fees, service upgrades and exclusive benefits can all provide a considerable boost to customer experience and satisfaction rates.

But despite this, the company reports that just 15 per cent of fixed broadband customers and 16 per cent of mobile broadband users have received service incentives once their initial welcome period has elapsed.

Stuart Crawford-Browne, Senior Manager of Service Industries Research at JD Power and Associates, claimed that incentives for ongoing loyalty have "the greatest positive impact on overall satisfaction" – more so than subscription benefits.

"Loyalty rewards provide an important and impactful opportunity for ISPs to differentiate themselves, particularly in the increasingly competitive market landscape," he stated.

Mr Crawford-Browne noted that customers increasingly expect added extras from their broadband providers, and those which fail to service their users in this way risk falling behind their rivals.

Last month, the Daily Mail reported that up to 4.1 million people per year experience dissatisfaction with their current phone and internet service provider.