Berlo, Geert van; Bloemer, Josée; Blazevic, Vera - In: The Service Industries Journal 34 (2014) 11, pp. 922-937
Hierarchical loyalty programmes are popular in many service industries, as a means to tie customers to the company and improve customer relationships. In these programmes, customers obtain more benefits if they spent more but are demoted if they spent less. This study focuses on demotion and...