According to Exchange Theory, What "Value" Does a Customer Look

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The Answer is One of the most important in-store factors is the salesperson, who attempts to influence the buying behaviour of the customer. This influence can be understood in terms of exchange theory, which stresses that every interaction involves an exchange of value; each participant gives something to the other and hopes to receive something in return.
What "value" does the customer look for in a sales interaction? There are a variety of resources a salesperson might offer. He or she might offer expertise about the product to make the shopper's choice easier. Alternatively, the customer may be reassured because the salesperson is an admired or likeable person whose tastes are similar to the customer's and who is therefore seen as someone to be trusted. In fact, a long stream of research attests to the impact of a salesperson's appearance on sales effectiveness. In sales, as in much of life, attractive people appear to hold the upper hand. In addition, it's not unusual for service personnel and customers to form fairly warm personal relationships; these have been called commercial friendships. Researchers have found that commercial friendships are similar to other friendships in that they can involve affection, intimacy, social support, loyalty, and reciprocal gift giving. They also work to support marketing objectives such as satisfaction, loyalty, and positive word of mouth.

According to Exchange Theory, What "Value" Does a Customer Look

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