Which principle of reciprocity involves a marketing strategy that encourages customer loyalty?

The principle of reciprocity in marketing is fundamentally about building mutually beneficial relationships between businesses and their customers. Offering free samples or personalized discounts directly encourages customer loyalty by creating a sense of appreciation and value among customers. When a business provides something of value upfront, such as free samples, customers often feel inclined to return the favor by making a purchase or continuing to engage with the brand.

This strategy not only enhances the customer’s perception of the brand but also fosters long-term loyalty, as customers who have had a positive experience are more likely to return and share their experiences with others. This approach highlights the importance of creating a positive feedback loop where customers feel valued and rewarded, reinforcing the bond between the customer and the brand, which is essential in fostering loyalty.