Yu, Irina YangIrina YangYuZeng, K. J.Yang, M. X.Chan, H.2022-10-142022-10-142022https://repository.sfu.edu.hk/handle/sfu/3599Drawing 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.enjournal article10.1016/j.tourman.2021.104460