Question

base the following questions on the study of consumer reciprocity.

-How do consumers enter into and respond to specific situations where reciprocity may be expected.
-How consumers are affected by the relationships between the parties of the reciprocal exchange.
- The impact on reciprocity of the value and significance of an exchange.

Answer 1

Ans1 Consumers enter with full enthusiasm and convincingly into the situation where reciprocity may be expected. Mostly consumers respond positively in the situation where reciprocity may be expected. For example- A leader offering attention and mentorship to subordinates in exchange for loyalty; a salesperson giving a freebie to potential customers, assuming that they will purchase something in exchange.   

Ans2 Exchange relation alters as social relationship change. Reciprocal relationships enhance the consumer’s trust in an organization. Consumers are affected positively by the relationships between the parties of the reciprocal exchange. Some cases in which consumers can affected negatively are when exchange is not worthy for consumer, when customer is not interested in that product or service and when consumer has past bad experiences with the company.

Ans3 1. It enhances the individual utility of the recipient

2. Enhances trust and loyalty of consumers

3. Enhance social solidarity of the relationship

4. Value that conveyed by the act of reciprocity itself is communicative value