ABSTRACT

According to the principle of classical exchange theory, people pursue that particular objective that is such that the results of an interaction have an appropriate relationship to one's own efforts. In this sense exchange theory is also known as equity theory. According to Homans, people interact with the goal such that they seek results that both pay off and that are fair. Like Homan's theory, Thibaut and Kelley's approach deals with interaction partner exchange results and with their efforts to obtain maximum satisfaction in their interaction results in comparison with others and/or in relation to their costs. Economic activity is always characterized by the social interaction of market participants. Empirical studies coming out of the Technical Assistance Research Program (TARP) give proof that the customer loyalty of satisfied complainants can even be greater than that of customers who have never experienced a problem with the products or the company.