Conceptualising the role of reciprocity in relationship marketing : an examination of its supporting virtues

Pervan, Simon, Bove, Liliana and Johnson, Lester W. 2004, Conceptualising the role of reciprocity in relationship marketing : an examination of its supporting virtues, in ANZMAC 2004 : Proceedings of the Australian and New Zealand Marketing Academy Conference, ANZMAC, Wellington, N.Z..

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Title Conceptualising the role of reciprocity in relationship marketing : an examination of its supporting virtues
Author(s) Pervan, Simon
Bove, Liliana
Johnson, Lester W.
Conference name Australian and New Zealand Marketing Academy. Conference (2004 : Wellington, N.Z.)
Conference location Wellington, N.Z.
Conference dates 29 Nov.-1 Dec. 2004
Title of proceedings ANZMAC 2004 : Proceedings of the Australian and New Zealand Marketing Academy Conference
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Conference series Australian and New Zealand Marketing Academy Conference
Publisher ANZMAC
Place of publication Wellington, N.Z.
Summary One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore that obligations should be felt in retrospect” (Becker, 1990, p.4). The appeal of this kind of exchange is that it provides the participants with traits that enable them to pursue excellence in moral behaviour. Making the assumption that societal goal is good moral citizenship; this could be the perfect relationship. It is therefore a good starting point toward examining other types. However, “Reciprocity, taken by itself is insufficient for its own purposes” (Becker, 1986, p.150). It relies on a number of supporting virtues. This paper builds on previous work that conceptualises the role of reciprocity in relationship marketing by examining these virtues. For the norm to effectively stabilize marketing relationships it relies on the presence of other virtues, these include, generosity, conviviality, empathy, and practical wisdom (Becker, 1986). These traits are explored within the context of reciprocity and supporting relationship marketing literature.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005498

Document type: Conference Paper
Collection: School of Management and Marketing
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