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Exchange Theory of Communication views communication as a process in which individuals interact with the expectation of receiving valued returns. In retail interactions, this theory can be applied by understanding that both the retailer and the customer enter into communication with certain expectations, costs, and rewards in mind. The retailer seeks sales, customer loyalty, and positive word-of-mouth, while the customer seeks value, satisfaction, quality products, and a pleasant shopping experience. Effective retail communication is achieved when ________ ____ ____ ___ ____ _____ _____ _________ ____ _________ ___.
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