Measuring exchange norms and its impact on satisfaction in a B2C context

Najoua Elommal, Riadh Manita and Damien Chaney

This research investigates the relevance of exchange norms in a business-to-consumer context and studies the impact of both relational and discrete norms on customer satisfaction in services.

Introduction

The notion of exchange is the basis of all transactions. Initially defined through a transactional perspective, exchange was considered only in the short term and without any social link between actors (e.g., Bagozzi, 1975). Faced with the limitations of this restrictive representation, marketing research was oriented, following the work of Macneil (1980), to a relational approach of exchange. Indeed, Macneil (1980, 2000) proposed a comprehensive framework to better understand commercial relationships, thus laying the foundation for relationship marketing (Theron & Terblanche, 2010). Exchanges between a company and its customers must therefore be understood in the long term and include...

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