Exchange Theory of Communication in retail interactions is grounded in the idea that communication is a reciprocal process where both the retailer and the customer seek value, benefits, and satisfaction from the interaction. In a retail context, every conversation, gesture, and message exchanged between sales personnel and customers represents a form of social and economic exchange. The retailer offers information, assistance, and product value, while the customer provides attention, trust, and ultimately purchasing decisions. Effective application of this theory requires understanding customer expectations and ensuring that the perceived benefits outweigh the costs involved in the interaction. Retailers apply this theory by focusing on value-driven communication. Sales staff must identify customer needs through active listening and tailored questioning, ensuring that the information provided is relevant and beneficial. For instance, when a customer enters a store, a well-trained salesperson initiates interaction with a polite greeting and open-ended questions to understand preferences. This creates a positive