This study aimed at understanding the gift giving in business relations between service providers and consumers. Two qualitative methods were conducted: fiction interviews and critical incident technique. From this study, we observed that motivation for the act of giving in commercial relationships was mainly due to consumer satisfaction in relation to services provided. The kind of gifts mentioned varied widely and may be perceived, however, that personal items were most often cited in business relationships that allow greater dyad closeness. Ordinary days were pointed out by clients as being the chosen date for gift giving. These days followed satisfactory encounters. In contrast, service providers pointed out the receipt of gifts on birthdays. Regarding the realignment of the relationship after gift giving, differences were also identified. Most clients reported the strengthening of the relationship, although most of professionals found no significant effect.
Theory of reciprocity; Gift-giving; Business relationships; Critical incident technique; Fiction interviews
