likely to be. The same investment concept is applied in relationship marketing. Databases are the major instrument to build differentiated relationships between organizations and customers. Through the information process, companies identify the customer's own individual needs. From this perspective, a client becomes an investment. If a customer decides to choose another competitor, the investment will be lost. When people find they have invested too much to quit a relationship or enterprise, they pour additional resources into the relationship to salvage their initial investment. Exchange has been a central research thrust in business-to-business relational exchange. According to the study conducted by Lambe, C. Jay, C. Michael Wittmann, and Robert E. Spekman firms evaluate economic and social outcomes from each transaction and compare them to what they feel they deserve. Firms also look for additional benefits provided by other potential exchange partners. The initial transaction between companies is crucial to determine if their relationship will expand, remain the same or will dissolve. Work settings A study conducted by A. Saks serves as an example to explain engagement of employees in organizations. This study uses one of the tenets of social exchange theory to explain that obligations are generated through a series of interactions between parties who are in a state of reciprocal interdependence. The research identified that when individuals receive economic and socioemotional resources from their organization, they feel obliged to respond in kind and repay the organization. This is a description of engagement as a two-way relationship between the employer and employee. One way for individuals to repay their organization is through their level of engagement. The more engaged the employee are to their work, the greater amounts of cognitive, emotional, and physical resources they will devote to perform their job duties. When the organization fails to provide economic or emotional resources, the employees are more likely to withdraw and disengage themselves from their roles. Another more recent study by M. van Houten which took place in institutions for vocational education shows how, in social exchange relationships between teachers, reciprocity and feelings of ownership, affection and interpersonal safety impact on individual professionals´ decisions on what to share with whom. Colleagues who never ´pay back´ and make actual exchange happen (that is, who consume rather than produce and share), risk being left out. The study also points out the possibility of ´negative rewards´: exchange of one´s knowledge, materials or otherwise may enable