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Amir Azlan Hamzah, Mohd Farid Shamsudin. Reciprocity Theory: : Application in Marketing in Increasing Market Share and Growth Towards Customer Satisfaction and Customer Loyalty. JPCBR [Internet]. 2020Mar.1 [cited 2024Mar.28];5(1). Available from: http://www.abrn.asia/ojs/index.php/jpcbr/article/view/63