Online Marketing : A Mutually Beneficial Exchange Between Company And Customer

1986 Words Apr 6th, 2015 8 Pages
Chapter 1: Reciprocation in Online Marketing - A Mutually Beneficial Exchange Between Company & Customer

Businesses have goals--namely, make a profit and be successful. The key to these two things are customers. If a business doesn’t have any customers, then they cannot flourish. Instead they’ll wither away and die, bankrupt. We’re not just talking about any kind of customers, either. In order for a business to be successful, a business needs loyal customers. These loyal customers don’t just appear, they’re created and cultivated by careful tactics.

The most important and essential method of creating loyal customers to support your business is via the psychological and social concept of reciprocity. Reciprocity, in the simplest of terms, is a social science theory involving the way in which a person reacts to actions done to them. It was first discovered by Professor Dennis Regan in 1971.

If a person is the recipient of a positive action, they are likely to react in a positive manner. Likewise, if they receive a negative action they will react negatively. In the real world of human interaction, if someone does something nice to you you are likely to return the favor at some point. If someone is rude towards you you are likely to respond in a hostile manner and be rude back. Businesses can harness reciprocity through customer interactions in order to elicit positive responses, and establish long term relationships.

When thinking of reciprocity, we must keep in mind the…
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