Switching intentions, that is, the opposite of loyalty intentions,were lower among reward program members than non-members in Tanford et al.’s (2011) hotel loyalty research, but base and higher
tiers did not differ significantly. In a study of department storecustomers, reward program membership served as a moderating variable that increased the positive relationship between relationship commitment and personal referrals; i.e., WOM (Lacey, 2009)