Gifts-Upon-Entry and Appreciatory Comments: Reciprocity Effects in Retailing
Journal of International Marketing Studies, 3(3), pp. 161-164, 2011
11 Pages Posted: 12 Aug 2013
Date Written: September 1, 2011
An experiment was conducted in a restaurant to determine the effects of a small gift upon entry and greeting customers with a thank you for their patronage. Two types of gifts were used: a cup of yogurt and an inexpensive key chain. The authors found that providing a gift upon entry into a store had an impact on how much was spent, on the performance rating, and on how strongly the establishment would be recommended. This study did not find any differences between gifts: a gift of a cup of yogurt had the same impact as a key chain. The difference in amount spent between the group that was not greeted or given a gift and the group that was greeted and given a cup of yogurt was 46.4%, a considerable amount. The authors conclude that retailers should greet customers who enter their stores and, if possible, provide a small gift.
Keywords: reciprocity, promotions, gift upon entry, customer satisfaction
JEL Classification: K4, L15, L21, L82, L86, M1, M3, M5, M14, M37, N4
Suggested Citation: Suggested Citation