Does Customer Demotion Jeopardize Loyalty?

Hierarchical loyalty programs award elevated customer status (e.g., "elite membership") to consumers who meet a predefined spending level. However, if a customer subsequently falls short of the required spending level, firms commonly revoke that status. The authors investigate the impact o...

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Veröffentlicht in:	Journal of marketing 2009-05, Vol.73 (3), p.69-85
Hauptverfasser:	Wagner, Tillmann, Hennig-Thurau, Thorsten, Rudolph, Thomas
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Consumer spending Impact analysis Loyalty programs Studies
Online-Zugang:	Volltext
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