October 1965
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7,970 Citations
American Sociological Review
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... It is grounded in the belief that "a person for whom another has done a service is expected to express gratitude and return a service when the occasion arises" (Bierstedt and Blau, 1965, p. 4). This principle of reciprocity forms the foundation of social exchange, where individuals seek to balance benefits they receive with contributions in return (Blau, 2017). SET is particularly relevant to service contexts, where ongoing interactions between providers and customers involve continuous evaluation and response (Sierra and McQuitty, 2005). ...
- Citing Article
October 1965
American Sociological Review