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.
Date Issued
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.
SFU Affiliated Publication
Yes
Availability at SFU Library
No database links found.