Consumers' Reciprocal Behaviors in the Hospitality Industry

Word-Of-Mouth (WOM) has long been considered to be one of the most important marketing tools. The Internet has created many variations to traditional WOM. Building on reciprocity theory, this study will focus on Positive Word-of-Mouth (PWOM). Previous studies addressed the fact that because following PWOM reduces risks, it increases consumers' purchase intentions. This study will examine the level of customers' gratitude and obligation customers may experience with monetary compensation and nonmonetary returns offered by companies in the hospitality industry. Respondents will read a short scenario about receiving a complementary upgrade to better rooms or seats (monetary compensation) or outstanding services from employees (nonmonetary returns). The reciprocal behaviors will be described as higher feelings of gratitude to the employees who provided the service or the product (gratitude) and feelings of obligation to write a positive review for “repayment” (obligation).