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

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. As existing scales focus only on relational norms and are mostly limited to business-to-business contexts, Study 1 (n = 164) proposes measurement scales for seven exchanges norms adapted to a business-to-consumer context: Reciprocity, The Linking norms, Creation and restraint of power, Role integrity, Solidarity, Flexibility, and Effectuation of consent. Study 2 (n = 295) tests the influence on these norms on customer satisfaction. The article demonstrates that exchange norms as a whole positively affect customer satisfaction and, more specifically, that relational norms explain satisfaction better than discrete norms. The findings also show that, contrary to customer relationship proneness, relationship duration moderates the link between exchange norms and customer satisfaction.