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Exchange Theory of Communication in retail interactions is based on the idea that communication is a process of mutual exchange in which both parties seek to maximize benefits and minimize costs. In a retail context, the retailer and the customer engage in continuous interactions where information, value, emotions, and expectations are exchanged. Applying this theory requires understanding that customers evaluate every interaction in terms of perceived rewards such as product quality, service efficiency, respect, trust, and emotional satisfaction, against perceived costs such ______ ___ ________ __________ _____ _____ ________ _________ ____.
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