▁of ▁social ▁exchange ▁was ▁the ▁spirit ▁of ▁the ▁contract ▁of ▁trust ▁and ▁commit ment . ▁The ▁transition ▁from ▁economic ▁exchange ▁theory ▁to ▁social ▁exchange ▁theory ▁is ▁where ▁the ▁one - time ▁transaction ' s ▁pre val ence ▁is ▁reduced . ▁Besides , ▁the ▁theoretical ▁core ▁of ▁enter prise ▁relationship ▁market ing ▁in ▁this ▁period ▁is ▁the ▁co oper ative ▁relationship ▁based ▁on ▁commit ment , ▁which ▁defines ▁relationship ▁market ing ▁from ▁the ▁perspective ▁of ▁exchange ▁theory ▁and ▁emphas izes ▁that ▁relationship ▁market ing ▁is ▁an ▁activity ▁related ▁to ▁the ▁progress , ▁maintenance ▁and ▁development ▁of ▁all ▁market ing ▁activities . ▁The ▁theory ▁states ▁that ▁trad ing ▁enter pr ises ▁are ▁composed ▁of ▁trust ▁and ▁commit ment ▁and ▁that ▁the ▁basis ▁of ▁market ing ▁activities ▁to ▁establish ▁long - term ▁relations . ▁Fact ors ▁affect ing ▁co operation ▁from ▁both ▁sides ▁include ▁communication , ▁power , ▁cost ▁and ▁benefit ▁and ▁opportun ism ▁behavior ; ▁but ▁the ▁relationship ▁effect ▁is ▁mainly ▁formed ▁by ▁trust ▁and ▁commit ment . ▁Moreover , ▁Cop ul sky ▁and ▁Wolf ▁( 1 9 9 0 ) ▁introduced ▁termin ology ▁like ▁' one ▁to ▁one ' ▁market ing ▁that ▁lever ages ▁IT ▁to ▁target ▁customers ▁with ▁specific ▁offers . ▁Enter prise ▁has ▁an ▁in cent ive ▁to ▁improve ▁the ▁effect ▁of ▁relationships ▁with ▁customer . ▁When ▁access ▁to ▁data ▁and ▁information ▁that ▁impro ves ▁the ▁relationship ▁with ▁the ▁customer ▁has ▁a ▁low ▁cost , ▁enter pr ises ▁pay ▁the ▁cost ▁in ▁order ▁to ▁improve ▁relations ▁with ▁customers . ▁Due ▁to ▁the