Effect of Reciprocity on Well-being in Interpersonal Marketing Relationships: An Interview Study

Abstract

This article investigates the potential for marketing managers to develop personal well-being in commercial relationships through the upholding of a norm of reciprocity. Interviews were conducted with 10 senior marketing managers across a range of industries, all of whom dealt with persons from outside their companies. Findings indicate that that the norm of reciprocity is more prevalent in strong marketing relationships. Within these exchanges, there is a greater likelihood of achieving behavioural confirmation and status; two instrumental goals for the obtainment of social well-being. We suggest that organisational rewards may not be the only motivator for individuals to engage in commercial relationships. The development of incentive programs and the encouragement of staff to foster strong relationships, should also consider the personal benefits that may be gained for the individual. These benefits are also important determinants of key business outcomes such as, customer loyalty, profit and employee retention.