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Exchange Theory of Communication in retail interactions is based on the idea that communication is a value-driven process in which both the retailer and the customer seek to maximize benefits and minimize costs. In a retail setting, every interaction between sales staff and customers can be viewed as an exchange where information, emotions, services, and satisfaction are traded. The effectiveness of this exchange depends on how well both parties perceive the benefits of the interaction to outweigh the efforts or costs involved. In ___ _____ ___ ________ ______ ___ _______.
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