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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.
Chan, H.
Issue Date: 2022
Publisher: Elsevier
Journal: Tourism Management 
Volume: 91
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.
DOI: 10.1016/j.tourman.2021.104460
CIHE Affiliated Publication: Yes
Appears in Collections:BHM Publication

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