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

Question

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

23 Apr 2026

Answer :

Word Count : 491

Exchange Theory of Communication in retail interactions emphasizes that communication is not merely the transfer of information but a dynamic process where value is exchanged between the retailer and the customer. In a retail context, this theory can be applied by understanding that every interaction—whether verbal, non-verbal, or digital—represents a transaction where both parties seek benefits. Customers expect value in terms of product knowledge, emotional satisfaction, trust, and convenience, while retailers aim for sales, loyalty, and positive brand perception. Applying this theory begins with recognizing customer needs and expectations. Retail staff must actively listen and interpret both spoken and unspoken cues to understand what the customer values. For

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