Reciprocity is a process fundamental to relational stability. Its examination may provide some of the information necessary to define relationship marketing, something which has not been given due consideration
in the literature. This paper defines reciprocity in a relationship marketing context. In doing so we uncover some of the motivations for engaging in relational exchange. Behaving reciprocally helps ensure
mutual economic and social gain. Included in the latter are primary goods such as equilibrium, self-esteem, and expectation, which in turn facilitate the achievement of excellence in moral character.