Firms make large investments in loyalty programs (LPs) to build customer relationships with
customer loyalty as one of their primary goals. Despite the popularity of LPs, their …

Despite the growing interest of marketers and academicians in" other customers" as a
valuable resourceand important social factor in the shared services, marketing literature …

Purpose Climate change and global population growth are threatening the sustainability of
hospitality food systems. Foodservice organizations are seeking an optimal solution for this …

In loyalty program (LP) literature, research on how non-loyalty program members would
react to preferential treatment is scarce. Nested within reactance theory, this paper suggests …

Loyalty programs play a prominent role in many firms' customer relationship management
programs, but not all programs are successful. Providers need to understand not only what …

This research introduces a gamification-induced reward-desensitization effect observed in
hotel loyalty promotions. Guided by scope-insensitivity theory and the dual-process model of …

In today's evolving retail landscape, traditional competitive tactics have given way to a focus
on service quality and operational efficiency. Paid membership systems have emerged as a …

The insurance industry is one of the largest financial areas that due to its service nature,
customers can create different values, and the marketing efforts of insurance companies in …

Purpose In managing hierarchical loyalty programs (HLP), firms often use a reward point
expiration and status demotion policy to reduce financial liability and to encourage repeat …

Purpose This paper aims to examine how individuals' need for distinction moderates the
effect of perceived harm to others as a result of preferential treatment on customers' attitudes …