With the spread of the Internet and smartphones, everything from service choice to payment can now be completed online. In this environment, not only financial businesses but also mobile carriers provide financial services. Currently, mobile carriers provide collaborative services between ICT services and financial services in order to increase the preference for the loyalty program. Here, loyalty program refers to a program that offers reward points which can be used at various merchants as well as ICT services and financial services. For such collaborative services, it is difficult to analyze mobile service choice behavior by conventional models based on the mobile service attributes, and a new analysis method considering new decision-making factors such as loyalty programs is needed. The purpose of this study is to understand the effect of loyalty programs offered by mobile carriers on mobile user retention. Using the survey data, this paper analyzes the preference for the loyalty programs considering service usage patterns and satisfaction levels for the services. We use segmentation analysis to identify differences in service usage between users who have a high preference for a specific loyalty program and those who do not. It is shown that the preferences for a specific loyalty program increase as the number of services used within the loyalty program increases.