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Cited by 557Customer Service Quality and LoyaltyMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Reflections on Relationship Marketing in Consumer Markets

Bagozzi, R. P.·1995·Journal of the Academy of Marketing Science
DOI 10.1177/009207039502300406
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Crossref · 10.1177/009207039502300406

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9 of 9 references verified0 citation errors · 0 not checkable

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  • The basic principle guiding social exchange in a relationship marketing context is reciprocity: a person who receives something favorable or valuable from another person wants to restore the balance by being more favorable toward that person and displaying more favorable behavior.

    “The basic principle guiding social exchange in a relationship marketing context is reciprocity (Bagozzi 1995), in that a person who receives something favorable or valuable from another person wants to restore the balance by being more favorable toward that person and displaying more favorable behavior (Adams 1965).”

    From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Bagozzi 1995

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Authors
Bagozzi, R. P.
Affiliations
University of Michigan (US)
Corresponding author
Bagozzi, R. P.
ORCID
Bagozzi, R. P.
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
1995-09-01
Volume
23
Issue
4
Pages
272-277
ISSN
0092-0703 (ISSN-L)
DOI
10.1177/009207039502300406
OpenAlex
W2044776966
Cited by
557
References
9
Citations by year
2026: 5 · 2025: 4 · 2024: 10 · 2023: 8 · 2022: 13 · 2021: 25 · 2020: 19 · 2019: 22 · 2018: 23 · 2017: 20 · 2016: 21 · 2015: 40 · 2014: 24 · 2013: 33 · 2012: 23
FWCI
16.32
Type
journal article
Language
en
Open access
closed
Locations
Journal of the Academy of Marketing Science (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
relationship marketing, consumer market, marketing relationships, relationship motivation, future research directions

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