Looking-forward or looking-back: Feedback strategies in tier-based hotel loyalty programs
Author(s)
Yu, Irina Yang
Author(s)
Liu, C.
Yang, M. X.
Zeng, K. J.
Date Issued
2022
Publisher
Elsevier
Journal
International Journal of Hospitality Management
Volume
102
Abstract
This research note examines an important yet unexplored issue in tier-based hotel loyalty programs: how to customize progress feedback to motivate members to retain their tier level. The results show that a looking-back (looking-forward) feedback strategy that emphasizes members’ completed (remaining) progress is effective in motivating low-tier (high-tier) members to retain their tier level. Furthermore, the perceived importance of tier level was confirmed as the underlying mechanism that explains the effect of progress feedback on high- and low-tier members. This study contributes to loyalty program research and practice by verifying feedback framing as an effective strategy that can help hotel firms to retain their members from different tiers.
SFU Affiliated Publication
Yes
Availability at SFU Library
No database links found.