Reciprocity factors in relationship marketing

This thesis argues that there are some reciprocity factors in relationship marketing. Three kinds of reciprocity theories can be applied to the crucial step in the formation of relationship marketing. They are positive reciprocity, instrumental reciprocity and strong reciprocity. Basis on these theories we get follow suggestions: (1) fostering positive reciprocity relationship, shunning or weaken negative reciprocity relationship is the first vital suggest to marketers; (2) to enhance the positive reciprocity effect in time horizon, based on instrumental reciprocity theory, marketer should base on long term marketing plan instead of short term. (3) To enhance the positive reciprocity effect in macro context, strong reciprocity such as industry self-discipline and third party punishment such as intervention of government are the third vital suggestion to marketers.