Understanding Process in Relationship Marketing: A Focus on Reciprocity
Reciprocity is a process fundamental to relational stability. Its examination may provide some of the information necessary to define relationship marketing, something which has not been given due consideration
in the literature. This paper defines reciprocity in a relationship marketing context. In doing so we uncover some of the motivations for engaging in relational exchange. Behaving reciprocally helps ensure
mutual economic and social gain. Included in the latter are primary goods such as equilibrium, self-esteem, and expectation, which in turn facilitate the achievement of excellence in moral character.
Keywords: MORALITY; MUTUALITY; NORMS; PROCESS; RECIPROCITY; RELATIONSHIP MARKETING; SOCIAL EXCHANGE
Document Type: Research Article
Publication date: 01 June 2003
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
- Terms & Conditions
- About
- Curation
- Information for Creators
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content