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What are the performance implications of peer monitoring in a multiple-supplier context? Grounded in agency and social exchange theories, this study aims to examine how, when, and why peer monitoring works as a crucial control mechanism to reduce opportunism among suppliers.

A conceptual model and research hypotheses are tested using survey data from 246 respondents in 82 supplier groups.

Results suggest that peer monitoring is related positively to perceived deterrence (as mediator) and negatively to opportunism, whereas the mediated relationship is moderated negatively by generalized reciprocity and positively by balanced reciprocity and negative reciprocity.

This study introduces the application of peer monitoring into business-to-business research and shows how it reduces opportunism. Its findings have implications for manufacturers on how to use peer monitoring to control opportunism among multiple suppliers.

This study aims to investigate the factors influencing the data sharing habits of psychologists with respect to academic reciprocity.

A research model was developed based on Ostrom’s (2003) theory of collective action to map psychologists’ underlying motivations for data sharing. The model was validated by data from a survey of 427 psychologists, primarily from the psychological sciences and related disciplines.

This study found that data sharing among psychologists is driven primarily by their perceptions of community benefits, academic reciprocity and the norms of data sharing. This study also found that academic reciprocity is significantly influenced by psychologists’ perceptions of community benefits, academic reputation and the norms of data sharing. Both academic reputation and academic reciprocity are affected by psychologists’ prior experiences with data reuse. Additionally, psychologists’ perceptions of community benefits and the norms of data sharing are significantly affected by the perception of their academic reputation.

This study suggests that Ostrom’s (2003) theory of collective action can provide a new theoretical lens in understanding psychologists’ data sharing behaviours.

This study suggests several practical implications for the design and promotion of data sharing in the research community of psychology.

To the best of the authors’ knowledge, this is one of the initial studies that applied the theory of collective action to the mechanisms of reputation, community benefits, norms and reciprocity in psychologists’ data sharing behaviour. This research demonstrates that perceived community benefits, academic reputation and the norms of data sharing can all encourage academic reciprocity, and psychologists’ perceptions of community benefits, academic reciprocity and data sharing norms all facilitate their data sharing intentions.

The purpose of this paper is to examine the impact of two typical relationship management approaches (trust relationship with suppliers and reciprocity) on manufacturer resilience in the context of the COVID-19 crisis. Moreover, this paper aims to deepen the understanding of environmental uncertainty's moderating effect on the association between the trust relationship with suppliers (TRS) and reciprocity.

Structural equation modeling has been used to test the hypotheses on 361 Chinese manufacturing firms' managers and independent directors during the COVID-19 crisis.

The results reveal that reciprocity positively enhances three dimensions of manufacturer resilience, namely, preparedness, responsiveness and recovery capability. Reciprocity positively mediates the relationships between TRS and preparedness, responsiveness and recovery capability. Moreover, environmental uncertainty moderates the association between TRS and reciprocity.

This study highlights the critical role of reciprocity, the relational governance approach, in enhancing manufacturer resilience in practice. This paper suggests that during emergencies such as the COVID-19 pandemic, managers should adopt trust and reciprocity in supplier relationship governance to strengthen the resilience of manufacturing companies and adapt effective strategies according to the environment.

This study is unique in developing new scales of manufacturer resilience through interviews and surveys with Chinese manufacturers and theoretical research. Based on the social capital theory and social exchange theory, this study shed light on the role of trust and reciprocity. It also bridges relational governance theory with the literature on manufacturing firm resilience literature to help manufacturers better understand the transdisciplinary links between relationship management and resilient operations in emergencies.

Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a social exchange model of inter-firm relationships.

The authors collected primary data from a sample of firms in the Republic of Korea using a questionnaire. They also used covariance-based structural equations modeling to fit the model given the proposed conceptualization.

Both conceptually and empirically, adding reciprocity and its antecedents to the social exchange model produce results that differ from previously published papers. Specifically, reciprocity affects information exchanged indirectly through both credibility and benevolence trust. In addition, the effect of information exchange mediates the effect of trust on calculative and affective commitment.

The foundation of long-term inter-firm relationships is quality information exchange, which is based on the development of credibility and benevolence trust, which in turn is based on reciprocity. Thus, reciprocity is a key variable in relationship development.

To the best of the authors’ knowledge, this paper is among the first to combine reciprocity and its antecedents into a social exchange model that contains trust and commitment. This model provides a bigger picture of how firms develop long-term relationships with their partner firms.

The purpose of this paper is to understand e-loyalty in the travel industry. Specifically, this paper aims to examine the curvilinear relationship between predictors and e-loyalty.

An empirical study was conducted using an online survey with one of the largest travel companies in China. Structural equation modeling was used to test the models, and pair-wise nested F-tests were used to compare the models.

Results show that the curvilinear model has greater explanatory power of loyalty than traditional linear models. The results of pair-wise nested F-tests show that the loyalty model exhibits statistically significant R2 improvement compared to the linear model. However, the R2 improvement in the integrated model is not statistically different from that in the linear model. Confirmation and satisfaction are found to be salient factors influencing loyalty.

This study makes important contributions to the online community literature by understanding the drivers of loyalty in the travel industry. However, there are limitations. First, this study addressed member loyalty of an online travel community with data collected from one company. Thus, generalizability is limited. Online communities and firms may have different characteristics, resulting in different factors influencing consumer loyalty. The authors plan in the future to collect data from other online travel companies and examine their model with different samples so as to check the generalizability of the current findings. Second, the authors collected a snapshot view on loyalty. Both researchers and managers note that small changes in loyalty and retention can yield disproportionately large changes in profitability (Reichheld et al., 2000). Consumer loyalty may change over time, so to maintain and increase profits, it is important to monitor such change. In the future, the authors plan to conduct a longitudinal study of community members to evaluate their loyalty over time.

As China seeks to gain additional market share in the global tourism market, travel companies should make use of websites as a marketing tool to attract and retain customers. These actions enable a travel company to enhance its competitiveness. More and more people use the internet for tour deals, bookings and finding tour-related information. Effective use of websites can affect the competitiveness of ecommerce companies. E-vendors could assess and adopt the dimensions recommended in this paper to help better understand areas for improvement. It is common today for consumers to buy travel products online instead of going through a travel agent. Considering the importance of reciprocity in formulating consumer satisfaction and loyalty in the virtual environment, companies should monitor reciprocal behavior on the virtual community. With advancement in technologies, consumer behaviors have changed and more consumers prefer social interactions in the virtual world. Companies can analyze posts in the virtual environment to assess reciprocity and may design a mechanism to foster reciprocal behaviors. By leveraging reciprocity, firms can better connect satisfaction with loyalty. More than 70 per cent of executives surveyed by McKinsey (2012) said that they regularly generate value through their Web communities. In addition, to pay attention to consumer to consumer reciprocity in the virtual world, companies should listen to what customers say in their online community, as this attention is an indication of reciprocity between consumers and companies. The ideas and opinions expressed in the online community tell the company customers’ perception of the value of its products and customers’ needs. Such attention to the voices in the online community will help companies to better tailor products/services to meet customers’ needs. Furthermore, the voices expressed in the virtual community are also effective in developing and maintaining new internet marketing opportunities such as email marketing, giveaways, search engine optimization, pay per click and shopping comparison marketing. Companies interested in retaining and attracting customers should leverage their established virtual communities and pay close attention to online posts and evaluate members’ satisfaction. Such effort will provide tangible benefits. As shown in Ye et al.’s study, traveler reviews produce a significant impact on online sales (Ye et al., 2011), with a 10 per cent increase in traveler review ratings, boosting online bookings by more than 5 per cent. This finding suggests that businesses should link online user-generated reviews to business performance in tourism. Finding incentives for users to share might be one way to improve interactivity and further create stickiness on the part of the website.

This paper is one of the first studies to address the need to move beyond linear models of e-loyalty and to additionally examine potential curvilinear and interactive effects. This study also identifies key variables such as reciprocity and satisfaction as determinants of e-loyalty in the Chinese online travel and tourism industry.

The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.

The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention.

Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR.

The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

This study aims to examine the impact of self-efficacy and reciprocity in predicting the organizational citizenship behavior (OCB) of hospitality employees and the moderating role of cultural values in the hypothesized relationship.

The proposed model of this study has been tested on the basis of the responses from 432 full-time employees who work at hospitality fields in South Korea. This study has conducted frequency, reliability, confirmatory factor, correlation analyses and structural equation modeling (SEM).

The empirical results indicate not only that self-efficacy significantly influenced reciprocity, consideration, civic virtue and sportsmanship but also that reciprocity had positive influences on the same virtues as well as conscientiousness. The moderating role of cultural values has also been investigated resulting in significant differences in six of the nine cultural values measured (i.e. power distance, uncertainty avoidance, collectivism I and II, assertiveness and gender egalitarianism).

From a practical perspective, the findings of this study yield several strategies relevant to hospitality employee development and training. Especially, the management in hospitality organizations needs to look at multicultural management and leadership styles within their own particular context.

Findings of this study suggest that both self-efficacy and reciprocity are important determinants of OCBs, and indicate the fundamental embeddedness of employment relations within the wider cultural value setting in non-Western contexts.

Small businesses play a vital role in job creation and economic growth, and previous studies have noted that higher state tax rates may reduce entrepreneurial activity, growth, and hiring. The paper aims to discuss this issue.

In this paper, the authors use a 1989-2005 panel of state-level data to explore the effects of state income tax reciprocity agreements on several measures of small business activity. Since a reciprocity agreement exempts non-resident income from a state's personal income tax base, it has the potential to reduce barriers to entrepreneurial activity and lower tax compliance costs.

The results indicate that reciprocity agreements appear to have reduced the tax-rate sensitivity of entrepreneurial activity, which may lead to more small business and entrepreneurial activity in states with more active agreements, other factors constant. This suggests that personal income tax reciprocity agreements may be a credible policy tool to expand small business activity.

In this study, the paper sets out to determine if small business and entrepreneurial activity is greater in states that have reciprocity agreements and if such activity is dependent on the number of active agreements in place. Given recent nationwide efforts to ease compliance costs for business through other initiatives such as the Telecommuter Tax Fairness Act and the Streamlined Sales Tax Agreement, this study is the first to quantify how decreasing tax compliance and eliminating barriers to labor mobility affects small business activity. The results therefore have the potential to help shape debates in many states today.

Currently, consumers can easily access social media to share information and experiences. How a relationship between these consumers influences their decisions has not been clearly investigated. When consumers participate in information sharing activities, they usually communicate with each other and can perceive their social distance from others. Thus, the purpose of this paper is to explore the direct and indirect effects of perceived social distance on eWOM sharing intentions.

Specifically, a moderated mediation model was validated, in which the indirect effect of perceived social distance on eWOM sharing intentions through reciprocity expectations was moderated by trust.

Perceived social distance had a positive indirect effect on eWOM sharing intentions through reciprocity expectations, which was found to be negatively moderated by trust.

This study integrates the concept of perceived social distance into the eWOM research area. Moreover, this result adds to the s-commerce literature by specifying the conditions of the indirect effect of perceived social distance through reciprocity expectations on eWOM sharing intention.

The psychological contract literature is generally based on the assumption of reciprocity between employee and employer. The emphasis on reciprocity, however, largely downplays the implications of power dynamics in the employment relationship. In order to bridge this gap, the current research investigates psychological contract from the lens of power particularly focusing on reciprocity.

In total, 43 semi-structured interviews are carried out with 37 employees and six managers of three call center companies in Pakistan. The technique of template analysis is used for data analysis.

In contrast to the assumption of reciprocity, the research findings highlight employees' perceived inability to reciprocate the employer's inducements on parity basis, because of their view of power asymmetry in the employment relationship. The results further suggest the high tendency among employees to attribute employer reciprocity largely to their managers. The findings also point toward divergence in the reciprocity perceptions of employees and managers in relation with the employers.

The emphasis on call centers bounds the generality of results. Future research is needed to further explore the impact of power asymmetry on reciprocity in organizations of other industries. With significant implications for the employment relations, negotiated contracts consider the exchange between employee and employer as an obligation rather than a voluntary act of kindness, as emphasized in reciprocity.

This research contributes to knowledge by emphasizing the significance of negotiation rather than reciprocation in the psychological contract. The negotiation approach efficiently recognizes the implications of power asymmetry that remain generally under-researched in the psychological contract literature.