Marketing theory and practice underwent a paradigm shift from a transactional to a relationship orientation. As a consequence, an understanding of how to manage customer relationships effectively has become an important topic.
Relationship management has the purpose of developing and maintaining long-term relationships with individual customers in a cooperative manner, these relationships are aimed at achieving mutual or singular outcomes with expected reciprocation. In the long run, reciprocity determines the interchange of favors or privileges and therefore the value of the relationship from customer’s and supplier’s point of view. This study focuses on the influencing factors on and consequences of reciprocity.
The findings will help to better understand the role of reciprocity for relationship management in industrial markets.