Purpose A fundamental aspect of hierarchical loyalty programs is that some consumers get rewards that others do not. Despite the widespread use of such programs, academics have long debated whether these benefits are outweighed by the potential negative impact of the differential treatment of...

Purpose: Although preferential treatment has been considered a positive relationship marketing tactic, this research aims to examine how perceived harm to others as a result of preferential treatment invokes consumers’ negative moral emotions and negative attitudes towards the service...