Does love become hate or forgiveness after a double deviation? The case of hotel loyalty program members
Abstract
This study aims to (1) examine whether a hotel's loyalty program is effective in weakening the desire for retaliation and perceived betrayal of high-tiered members after a double deviation and (2) determine which recovery tactic is more effective in attenuating their desire for retaliation and perceived betrayal. Scenario-based studies were conducted to achieve the objectives. The findings of this study suggest that high-tiered members are more...
Paper Details
Title
Does love become hate or forgiveness after a double deviation? The case of hotel loyalty program members
Published Date
Jun 1, 2021
Journal
Volume
84
Pages
104279 - 104279
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