Despite firms' extensive usage of loyalty programs (LPs) and decades-long academic
research on their effectiveness, LPs' effects on customer loyalty are still heavily debated. We …

In recent years, Over-the-Top (OTT) streaming services have become increasingly popular
as a form of digital leisure, triggering a significant shift of users from traditional television …

Purpose Previous research on salesperson-customer proximity has yielded mixed results,
with some studies documenting positive proximity effects on shopping responses and others …

Although previous studies have elucidated emotional and cognitive routes toward customer
revenge, they have mainly paid attention to customers' perceptions about service failures …

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 …

The authors review the marketing practices likely to make customers feel excluded (ignored
or rejected) and analyze the potency of retail exclusion in the transforming service …

Purpose Status demotion in hierarchical loyalty programs (HLPs) has received considerable
academic attention. However, little is known about whether status demotion engenders two …

This study aims to conceptually diversify loyalty programme designs for a richer consumer
experience in airlines and hotels by framing loyalty programme rewards into four categories …

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 …

Purpose The purpose of this study is to measure the impact of perceived benefits offered by
loyalty programmes on store patronage behaviour and repeat purchase behaviour of …