Overcoming entitlement in reward systems

This is a short discussion, no words are limited, normally around 150 with academic reference will be fine. If there is any request, please do let me know. Thank you!

Question:
In many reward systems, the benefits that offered to employees from free health care to free professional education make high corporate loyalty and employee retention.

But the problem with most rewards is a feeling of entitlement. They may work for sometime but then you start taking them for granted. How do we overcome this problem? Also, these rewards may invoke loyalty in only some employees but do you think that they have the capacity to do so for everyone and hence the question of universal impact? How do we ensure that a given reward is valued and retains its valence?