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- W2038078103 abstract "This study explored attitudes, beliefs, and concerns about marketplace exchange among consumers and retailers in rural midwest U.S. communities. The combination of qualitative and quantitative research procedures provided complementary perspectives in that overlapping facets of a phenomenon emerged. Reciprocity, an important construct in exchange theory, surfaced in the content analysis of qualitative focus group data. Using survey methodology, further examination of reciprocity's role in marketplace exchange uncovered a significant relationship between retailers' satisfaction with reciprocity and their level of satisfaction with conducting business in the rural community. Statistical analysis provided a measure of retailers' satisfaction with conducting business in the rural community while also acknowledging that direct questioning in the self-reported measures may have generated socially desirable responses." @default.
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- W2038078103 date "1999-09-01" @default.
- W2038078103 modified "2023-09-27" @default.
- W2038078103 title "Exploring Consumer and Retailer Exchange in Rural Communities: Part I" @default.
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- W2038078103 doi "https://doi.org/10.1177/1077727x99281005" @default.
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