Abstract
Companies have long sought to use a loyalty rewards program as a way to maintain loyal customers, encourage purchasing, and attract new customers by providing certain incentives. Despite the fruitful research on the impact of such programs on customers’ purchasing behavior and loyalty, there is limited research on factors influencing customers’ likelihood to join a program in the casino industry. To bridge the gap, the present research aims to examine the combined effect of number of tiers and gender on customers’ attitudes and intention to join a loyalty rewards program. The results indicate that male customers exhibited more positive attitudes and higher level of intention to join a program that has four tiers (vs. two tiers). Conversely, female customers’ attitudes and joining intentions are stronger when facing a loyalty rewards program containing two tiers (vs. four tiers). The underlying psychological mechanism is individuals’ need for status (NFS).
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