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 likely than nonmembers to suppress their desire for retaliation and perceived betrayal during the transition from a single deviation to a double deviation, advocating the “love-is-forgiving” effect. This study also found that financial compensation and apology moderate perceived betrayal among high-tiered members. By contrast, only financial compensation attenuates perceived betrayal among nonmembers. This study contributes to the literature on loyalty programs and customer coping responses with novel findings on how members and nonmembers respond differently to service failure, failed service recovery, and recovery tactics.

中文翻译：

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双重偏差后，爱会变成恨还是原谅？酒店忠诚度计划会员案例

摘要 本研究旨在 (1) 检验酒店的忠诚度计划是否能有效减弱高层会员在双重偏差后的报复欲望和感知背叛；(2) 确定哪种恢复策略更有效地减弱他们的欲望。报复和感知的背叛。进行了基于情景的研究以实现目标。本研究的结果表明，在从单一偏差到双重偏差的转变过程中，高等级成员比非成员更可能抑制他们的报复欲望和感知背叛，倡导“爱是宽容”效应。这项研究还发现，经济补偿和道歉可以减轻高层成员的背叛感。相比之下，只有经济补偿才能减轻非会员的背叛感。本研究为关于忠诚度计划和客户应对响应的文献做出贡献，并提供了关于会员和非会员如何对服务失败、失败的服务恢复和恢复策略做出不同反应的新发现。