Reciprocity Theory:

Application in Marketing in Increasing Market Share and Growth Towards Customer Satisfaction and Customer Loyalty

Abstract

This paper review collects a selection of high-quality books, journals, and articles. A total of 4 journals and 3 articles are reviewed. This paper can be helpful for managers to gain basic conceptual ideas on how Reciprocity theory as a driver of financial performance for the firm marketing strategy in increasing market share and growth. Customer Satisfaction and Customer Loyalty. 21^st century marketing environment has changed dynamically, and companies or organizations must effectively devise strategies for responding to, and dealing with this change, while ensuring maximum customer value and satisfaction. This paper will explore how Reciprocity Theory as business marketing strategy is able to help the firm to increase its market share and growth and finally achieving high customer satisfaction and loyalty. This introductory note provides a general view of the role of reciprocity in human psychology in general and for economics in particular on how this Reciprocity Theory can be applied by business managers to increase the company market share and growth thus gaining customer satisfaction and loyalty.