Die Social Exchange Theory (Homans, 1958; Thibaut & Kelley, 1959) conceptualisiert social relationships als exchange von resources. People seek maximum rewards bei minimum costs.
Das Grundmodell: Relationships = Costs vs. Benefits analysis - Rewards: Resources received (love, money, status, services) - Costs: Resources given (time, effort, money, stress) - Outcome: Rewards minus Costs
Two Standards of Comparison: 1. Comparison Level (CL): Was person expects based auf past experience - If Outcome > CL: Satisfaction - If Outcome < CL: Dissatisfaction 2. Comparison Level für Alternatives (CLalt): Best alternative available - If Outcome > CLalt: Dependence, stay in relationship - If Outcome < CLalt: Leave relationship
Resource Types (Foa & Foa, 1976): - Love (warmth, affection) - Services (help, assistance) - Status (respect, prestige) - Information (advice, knowledge) - Money (financial resources) - Goods (material products)
Exchange Principles: - Reciprocity: Rough equivalence in exchange over time - Minimax principle: Minimize costs, maximize rewards - Distributive justice: Fairness in exchange matters
Für CX: - Value proposition: Clear benefits (rewards), minimize costs (effort, time, money) - Relationship building: Accumulate positive exchanges über time - Investment: Early investments (onboarding, setup) create dependence - Alternatives management: Make CLalt less attractive (switching costs) - Reciprocity: Give first (free value, service) creates obligation