Reciprocity in Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and Immediacy on Relationship Quality and Satisfaction with Performance

Effective relationship marketing (RM) in a firm's global operations necessitates that the underlying aspect of reciprocity operate consistently across markets. Unfortunately, few studies have empirically examined the role of reciprocity in RM, let alone whether the effects of reciprocity in RM are universal across national cultures. To address these limitations, the authors examine reciprocity as a multidimensional norm whose dimensions of...