The Effect of an Appreciatory Comment on Sales: Reciprocity in a Retailing Context
Friedman, H. H. and Friedman, E. M. (1996). The Effect of an Appreciatory Comment on Sales: Reciprocity in a Retailing Context, Central Business Review, Vol. 15, Summer 1996, 25-26.
5 Pages Posted: 28 Apr 2014
Date Written: June 1, 1996
The purpose of the present study was to determine whether thanking shoppers (upon entering a store) and telling them that they were appreciated as customers would result in an increase in sales. An experiment was conducted in an electronics store and a total of 200 subjects were used. The results showed that shoppers told: "Thank you for shopping at _______. We really appreciate having you as our customer. Which department can I direct you to?" spent significantly more than a control group of shoppers who were not told anything ($408.03 vs. $240.54). The results of this study are explained by reference to the literature on reciprocity and gift-giving.
Keywords: retailing, reciprocity, appreciatory comment, customer satisfaction, promotion, gift-upon-entry
JEL Classification: K4, L15, L21, L82, L86, M1, M3, M5, M14, M37, N4
Suggested Citation: Suggested Citation