Conceptualising the role of reciprocity in relationship marketing : an examination of its supporting virtues

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore that obligations should be felt in retrospect” (Becker, 1990, p.4). The appeal of this kind of exchange is that it provides the participants with traits that enable them to pursue excellence in moral behaviour. Making the assumption that societal goal is good moral citizenship; this could be the perfect relationship. It is therefore a good starting point toward examining other types. However, “Reciprocity, taken by itself is insufficient for its own purposes” (Becker, 1986, p.150). It relies on a number of supporting virtues. This paper builds on previous work that conceptualises the role of reciprocity in relationship marketing by examining these virtues. For the norm to effectively stabilize marketing relationships it relies on the presence of other virtues, these include, generosity, conviviality, empathy, and practical wisdom (Becker, 1986). These traits are explored within the context of reciprocity and supporting relationship marketing literature.

Reciprocity and Indigenous knowledge in research

This book reports the findings of the Australian news media and indigenous policymaking 1988-2008 ARC Discovery Project.

Creating a ‘world class’ programme: reciprocity and constraint in networked global collaboration

The article reflects on the construction of a common Master’s programme across four universities located on four continents, in order to explore the role of networks in international educational collaboration. The study draws on the documented processes of the principal members of the programme team. It is presented as a case study of the development of the programme that uses ideas drawn from actor‐network theory to draw attention to the conjunction of human and non‐human actors that shaped the resulting web‐based courses. Constraints arising from major institutional and systemic obstacles were addressed through the effects of the actor‐network. The reciprocity of action and de‐centring of individual activity made possible through the collaboration enabled the human actors to sustain a level of innovation within their own institutions that would not have been possible through them acting alone.

Volunteering and social capital in regional Victoria

The link between volunteerism and social capital has received some attention in Australia in recent years. Of particular note to this paper is the work of Baum, Bush, Modra, Murray, Cox, Alexander, and Potter (2000), who described the contribution volunteers made to social capital in a metropolitan setting - the western suburbs of Adelaide, South Australia. The aim of this current study is twofold, to describe the contribution volunteers make to social capital through participation, reciprocity and social trust in a regional and rural setting; and to compare findings with those relating to a metropolitan environment. In the light of differing volunteer patterns in rural and regional environments compared to metropolitan environments, we hypothesised that the relationship between volunteerism and indicators of social capital would also be different. The results from this study support the findings of Baum, Modra, Bush, Cox, Cooke, and Potter (1999) and therefore reinforce the premise that volunteers make a substantial. contribution to social capital. While greater numbers of people who live in rural or regional areas undertake volunteer work, we found there are more similarities between the rural/regional and metropolitan sectors regarding volunteerism than there are differences.

The quiet remedy: A dialogue on reshaping professional relationships

This article begins with an overview of the current context for the delivery of social/welfare services and goes on to consider client-worker relationship boundaries that fall within and outside conventional ethical parameters in professional practice. Alternative interpretations of "relationship" are discussed, noting in particular what consumers of services have identified as being beneficial qualities demonstrated by professional "helpers." Using touch and adopting notions of compassion, love, and reciprocity are discussed, noting how these ideas collide with the current ethical thinking commonly used to guide Western social work practice. Finally, a reexamination of "professionalism" is proposed, including ways to facilitate worker-client connectivity. Throughout, the complex tensions between balancing ethical considerations with ideas relating to trust, risk, and authenticity are articulated.

The application of the psychological contract to workplace safety

Introduction: Psychological contracts of safety are conceptualized as the beliefs of individuals about reciprocal safety obligations inferred from implicit or explicit promises. Although the literature on psychological contracts is growing, the existence of psychological contracts in relation to safety has not been established. The research sought to identify psychological contracts in the conversations of employees about safety, by demonstrating reciprocity in relation to employer and employee safety obligations. The identified safety obligations were used to develop a measure of psychological contracts of safety. Method: The participants were 131 employees attending safety training sessions in retail and manufacturing organizations. Non-participant observation was used to collect the data during safety training sessions. Content analysis was used to analyze the data. Categories for coding were established through identification of language markers that demonstrated contingencies or other implied obligations. Results: Direct evidence of reciprocity between employer safety obligations and employee safety obligations was found in statements from the participants demonstrating psychological contracts. A comprehensive list of perceived employer and employee safety obligations was compiled and developed into a measure of psychological contracts of safety. A small sample of 33 safety personnel was used to validate the safety obligations. Conclusions and impact on industry: Implications of these findings for safety and psychological contract research are discussed.

Relationship orientation : towards an antecedent model of trust in marketing relationships

With the advent and the increasing use of the concept of Relationship Marketing as a basis for marketing strategy, it has become evident that a lack of empirical knowledge exists as to the operational basis of the concept. Information regarding the conceptual basis of Relationship Marketing and a possible new orientation toward the concept may be of substantial value to both practitioners and scholars of relationship marketing. This paper considers the emergence of a Relationship Orientation within the marketing literature and proposes an antecedent model of Trust as a basis. The role of Ethics as a possible antecedent to Trust is emphasised and identified as a gap within the relationship marketing literature. Based on previous exploratory work and a review of the literature of relationship marketing, exchange theory, general marketing theory, marketing ethics and sales management, four key antecedent dimensions of Trust are identified: Ethics, Bonding, Empathy and Reciprocity. Additional possible antecedents are suggested. Future empirical research is proposed in order to validate the model.

Living family, studying family : exploring the tensions

Whilst the role and value of education is extremely contested, there are some areas of common agreement: that educational experiences and activities give meaning to features of the world other than themselves; that education helps individuals to see the world differently; that it is a fluid process, moving in and out from general to specific; and, that it provides understanding and meaning for the learner and teacher. The dynamics result is reciprocity in relationships between the knowledge and the known and between the subject and the object of the learning. This reciprocity results in significant change. For instance, what is learned changes the individual and thus their relationships, which, in tum, results in new learning and thus new relationships. The reverse is also the case - relationships affect learning. This paper will explore the changes that occur when the learner is studying family studies/relationships education and is simultaneously living them as a mature woman with a family. It will consider the tensions, assumptions and expectations for self as student, partner, worker and community member and the reciprocal links to relationships within the family.

`He hath the French pox` : stigma, social value and social exclusion

Goods and resources are finite, and social forces heavily pattern their distribution. One of the principal mechanisms for shaping the distribution of resources is by regulating entitlement to community membership itself. By restricting groups' membership of community, so access to social goods and resources diminishes, which in turn has a negative impact on the health and wellbeing of the excluded groups. It is argued here that community membership is determined on the basis of the perceived social value of groups and individuals and stigmatisation is the marking of individuals and groups who are 'unworthy' of social investment. Using the notion of reciprocity we show how groups may be stigmatised and socially excluded as a mechanism for protecting limited social resources from exploitation. This perspective provides an empirically testable framework for the understanding of stigma and social exclusion that goes beyond the largely descriptive work that currently populates the field. We illustrate the process of stigmatisation and social exclusion and discuss how this suggests new styles of intervention, as well as new directions for research.

Consumers' evaluation of free service trial offers

Largely unexplored, a free service trial may be defined as an offer to the consumer to experience, at no monetary cost, all or part of a core, augmented or facilitating service from a provider that the consumer does not currently use. Free service trials are worth studying for two reasons. First they are one of the important examples of inequitable exchange between supplier and purchaser – one that is likely to lead to a sense of obligation among those who adopt the trial offer. Second, they are a very common promotional device. This paper proposes that free service trials are more problematic than tangible product trials. The value of what is offered may be limited by time, the scope of trial, or because only a partial, facilitating or augmented service is offered. Judgments about the perceived value of the complete service in its paid form will also contribute to the evaluation of the trial offer. In deciding whether they accept the trial, the paper proposes that consumers make attributions about the motives of the service trial provider and the consumer’s consequent obligations if they accept it. Obligations are likely to be felt more acutely where the trial is interpersonal (e.g. a facial massage) rather than impersonal (e.g. anti-virus service). Such evaluations are also likely to be affected by past experience with the service category, consumer skepticism and personal norms of reciprocity. A program of research is proposed which would systematically examine the consumers’ evaluations of free trial offers.

The pragmatics of text facilitation : the study of academic English of native and non-native writers

In this paper I describe the discursive strategies related to the writer–reader textual reciprocity. I focus on one way of achieving such reciprocity -- the employment by the writer of facilitative schematic structures and metalanguage where one text segment signposts information conveyed in the segment that follows. I refer to these facilitative schematic structures as "organising relational schemata". I see organising relations as the most explicit components of the rhetorical structure of texts: they illuminate the main message and aid the reader's cognitive processes in the orientation of how information is conveyed by text.
This paper discusses the way the choices of organising relations and associated metalanguage by the writers in different cultures and different discourse communities contribute to the communicative homeostasis in the world of text. It shows how the influence of a native culture and intellectual style together with the forces operating within the writer's international disciplinary community interact in the authorial guidance in the scholarly prose.
I introduce and exemplify three types of organising relational structures: Advance Organisers, Introducers and Enumerators. I trace the utilisation of these three types of relations in sociology research papers written in English and produced in "Anglo" and Polish academic discourse comunities by native English speaking and native Polish speaking scholars. The relational typology adopted is based on a study by Golebiowski (2002), which proposed a theoretical framework for the examination of discoursal structure of research papers, referred to as FARS – Framework for the Analysis of the Rhetorical Structure of Texts. FARS entails a relational taxonomy which displays a pattern of rhetorical relations utilised by the writer to achieve textual coherence.
I describe intertextual differences in the frequency of occurrence of organising relations, their degree of explicitness and their positioning in the hierarchical structure of texts. Differences in the mode of employment of textual organisers suggest that the rhetorical structure of English research prose produced by non-native speakers cannot escape being shaped by the characteristics and conventions of the authors’ first language. They are also attributed to cultural norms and conventions as well as educational systems prevailing within the discourse communities which constitute the social contexts of texts.

Role of blended cultures in enhancing teacher and learner performance outcomes

This paper explores the enhancement of teaching and learning perfonnance outcomes from the perspective of educators from different cultural backgrounds and a very large mix of international students. The research milieu focuses on social connectivity, peer-ta-peer networking and peer-ta-peer meDtaring amongst teachers, tutors and students; particularly aspects of trust and cultural awareness between teacher and learner.  The key findings of this research are that the social capital dimensions of trust and reciprocity, and the notion of academic guanxi can assist academics and institutions to better understand ways in which to optimize teaching and learning. The result is a pool of educators who have become change-agents by inspiring a network of their peers in using components of a collective cultural toolkit as a culture reference point.

How welfare-to-work requirements impact on single parents' volunteer activities

This paper seeks to describe the volunteering experiences of female single parents engaged in Australia's welfare-to-work program. Interviews were conducted with 26 single parents who had been required to increase their hours of work as a condition of the Centrelink policy introduced in 2006. To analyse the data, the technique of rich point analysis was employed which identified three key concepts central to the women's experiences.  These concepts included the nature of a decent job, notions of reciprocity, and a seeming hierarchy of suitable jobs promoted within the welfareto- work policy. How volunteer activities fit within these constructs was the focus of the investigation. The analysis revealed that the types of paid jobs women obtained were less fulfilling and flexible than their volunteer activities. and gave them less sense of contributing to society, Further, in most cases prior to welfare reform, these single mothers were volunteering in their children's school and as such, both the school's capacity and intergenerational role modelling of volunteering were depleted.