The effect of gift-giving on the relationship between a company and their customers
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2019-07-02
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en
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Abstract
The objective of this research was to research the effects that gift-giving has on the reciprocal behaviour of the recipient of the gift. In the theoretical phase the study elaborates on theory regarding the four hypotheses that were formed. The study involved the effect, the type of gift has on the reciprocal behaviour of the recipient, next to type of gift, the study also looked at the effect of the monetary value of the gift on the recipients reciprocal behaviour. Additionally the study sheds a light on the effects gender and self-concept have on the relationship with reciprocal behaviour, and the indirect effects between the two constructs and the main effects of type of gift and monetary value of the gift. To answer these hypotheses the study made use of the between-subjects design to randomly assign respondents to one of the four scenarios that were used in the study’s experiment. With this experiments design the respondents reciprocity and self-concept was measured, and manipulation checks were added to control for the desired effect of the scenario the respondents were presented with
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Faculteit der Managementwetenschappen