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|Title:||Communication strategies for multi-tier loyalty programs: The role of progress framing||Author(s):||Yu, Irina Yang||Author(s):||Zeng, K. J.
Yang, M. X.
|Issue Date:||2022||Publisher:||Elsevier||Journal:||Tourism Management||Volume:||91||Abstract:||
Drawing upon goal pursuit research and the social status literature, this paper examines an important and yet unexplored issue in multi-tier loyalty programs (MTLPs): how to use tailor-made progress feedback to motivate members to maintain their tier status. Three experiments conducted in different hospitality settings consistently reveal that an accumulated-focus (remaining-focus) feedback frame that highlights the completed (remaining) progress is more conducive in motivating low-tier (high-tier) members to retain their current tier level. Moreover, this research demonstrates that the progress-framing effects are mediated by confidence in tier status retention (concern for tier status loss) for low-tier (high-tier) members. This paper contributes to the loyalty program (LP) research and the broader customer relationship management literature by establishing progress framing as a strategic tool that can help hospitality and tourism firms retain existing members from different tiers.
|URI:||https://repository.cihe.edu.hk/jspui/handle/cihe/3599||DOI:||10.1016/j.tourman.2021.104460||CIHE Affiliated Publication:||Yes|
|Appears in Collections:||BHM Publication|
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