How Reciprocity Theory Drives Customer Satisfaction And Customer Loyalty

Abstract

This paper present about reciprocity theory. Reciprocity theory is a social rule that means to evaluate people towards their behaviours and attitudes against people. The theory explain more about the expectation and real action that people will respond to each other’s in similar way. The result shows that people should repay or give back in kind that what another person has provide to them, it was a received a good treatment and give a good treatment to others. Reciprocity is not a new in the economics and it will give a benefit or good impact to the person, business and economy.