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What is Spillover Effects of Loyalty Demotion about?

This research article explores the spillover effects of status demotion in loyalty reward programs on customer reactions to post-demotion promotions. It argues that negative emotions from demotion, particularly due to policy changes, can negatively impact loyalty, but this effect is lessened among individuals with a high need for status. The study suggests that exclusive promotions can help mitigate these negative effects and offers practical implications for travel and tourism companies in managing custome

Author

zainsaqib788

Language

EN