Getting customers to stick

​Why do company's continue to hold onto a misguided belief that product alone will create that elusive "stickiness" and loyalty? As much as a perception of value and fear-of-loss / greed is a real factor, is this enough to keep your hard-earned customers from leaving?
Some time back I spoke with a large fitness chain who believed that churn was completely normal or even seasonal, and that because of discounts through associated partners their massive monthly churn was not much of a concern.
I was horrified at the senior person's attitude. Was this naivety or plain stupidity that "they will be back" almost regardless?
There are simply put, three basic reasons why customers choose to stay with you. One is pure laziness to make a change - let's call it ambivalence, and they pain of the change is more than the pain of staying in the same place.
Secondly, there is the handcuff method where companies have made it seem extremely difficult to exit planting exit penalties or red tape to keep you in stasis.
Lastly, there are those few companies who just make you fall in love with them. Like honey, there is a beautiful stickiness and reason to stick with them through thick and thin. This is because there is an intention to try to form a sincere relationship based on mutual compromise and trust. Making mistakes are almost always forgivable when your touchpoints take ownership to resolve and even delight you during the retention process.
Which one do you work for? Which one would you like to partner with?