Andreas Eggert

Who they are

Eggert studies relationship marketing and loyalty programmes. The 2015 paper was written with Steinhoff and Garnefeld.

This page records only what the papers and their published records state. Biography beyond the cited work is not given here.

Key papers

Managing the bright and dark sides of status endowment in hierarchical loyalty programs (2015), with Steinhoff and Garnefeld. Four studies, including qualitative work, scenario experiments set in hotels and airlines, and a survey. Status that was given rather than earned drew about as much gratitude as earned status, but more scepticism. Letting customers actively choose the upgrade, and giving it to customers close to the threshold, reduced that scepticism.

Key ideas

The central idea is that an unearned head start has two sides. It can make customers feel valued, and it can make them wonder why they are being given something. That links the paper to the endowed progress effect: a head start works best when customers can see a reason for it.

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