Effects of demotion in loyalty programs on brand-switching intentions

This study explores the effects of demotion in loyalty programs on intentions to switch to competitors. In a survey of 650 individuals, demotion evoked negative emotions, and its effect weakened when the demoted respondents’ internal locus of control was high and strengthened when their program involvement was high. Negative emotions had an indirect effect on intentions to switch to competitors; its effect was thus mediated by the demoted respondent’s attitudes toward the company. Finally, negative emotions had a direct effect on switching intentions, an effect moderated by prior satisfaction with the company.