Don't count on loyalty programs to keep customers on your side. Harte-Hanks Market Research reports that 70 percent of respondents in a new survey don't see a clear benefit in staying with a particular business. In fact, a significant number of consumers who are satisfied with a company's service still say they are not very loyal. "Most Americans find themselves caught in the middle," says Laura Rifkin, vice president of Harte-Hanks Market Research. "They want to give loyalty, but no one's earning it."