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Tel. +45 35 32 30 82 -Fax +45 35 32 30 00 http://www.econ.ku.dk Abstract Reciprocal customers may disproportionately improve the performance of markets for experience goods. Reciprocal customers reward (punish) ...rms for providing good (bad) quality by upholding (terminating) the customer relation. This may induce ...rms to provide good quality which, in turn, may induce a positive externality for nonreciprocal customers who would, in the absence of reciprocal types, face market breakdown.doi:10.2139/ssrn.699961 fatcat:ldzrduqedzgmtmfkra4i3rfjze