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    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Dissertations (MU)
    • 2010 Dissertations (MU)
    • 2010 MU dissertations - Freely available online
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    Reciprocity in marketing relationships

    Lund, Donald J. 1973-
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    Date
    2010
    Format
    Thesis
    Metadata
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    Abstract
    Marketing researchers have often cited reciprocity as an important aspect of relational exchange; however the extant research has not conceptualized or measured reciprocity in marketing relationships. This research is a first attempt to explicate the role of reciprocity in these exchange relationships. Reciprocity is first conceptualized as a component of discrete transactions. A theoretical model is built and tested in (a) a laboratory setting and (b) through a survey of car dealership managers. The role of reciprocal debt is established and shown to impact exchange relationships. Next, reciprocity is conceptualized as a multidimensional element of ongoing exchange relationships. Through a survey of business customers of a bank, the existence of relational reciprocity is established and shown to impact numerous indicators of relationship success. Implications for both theory and practitioners are presented, and future research directions are discussed.
    URI
    https://hdl.handle.net/10355/10287
    https://doi.org/10.32469/10355/10287
    Degree
    Ph. D.
    Thesis Department
    Business administration (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • Business Administration electronic theses and dissertations (MU)
    • 2010 MU dissertations - Freely available online

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