IGNOU BRL 104 2026 - How do you apply Exchange Theory of Communication to retail

Question

How do you apply Exchange Theory of Communication to retail interactions?

28 Mar 2026

Answer :

Word Count : 513

Exchange Theory of Communication can be effectively applied to retail interactions by understanding communication as a process of mutual benefit between the retailer and the customer. According to this theory, people engage in communication when they expect rewards, satisfaction, value, or useful outcomes in return. In retailing, every interaction between a customer and a retailer involves some form of exchange, where information, trust, products, services, money, and satisfaction are traded. In a retail store, the customer enters with certain expectations such as quality products, fair prices, guidance, convenience, and respectful treatment. The retailer expects sales revenue, customer loyalty, positive feedback, and repeat purchases. Communication becomes the medium through

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