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Exchange Theory of Communication in retail interactions is based on the idea that communication is a process of mutual exchange where both the retailer and the customer seek value, satisfaction, and benefits. In a retail context, this theory emphasizes that every interaction between a salesperson and a customer involves a cost-benefit analysis, where both parties evaluate what they give and what they receive through communication. Applying this theory requires retailers to design their communication strategies in a way that maximizes perceived value for customers while achieving organizational goals. In retail environments, communication begins with understanding customer needs and expectations. Sales _______ _______ ___ ___ _____ ______ _________.
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