This study examined what relationship marketing factors are, and investigated the relationship between these relational factors and relationship quality by customer`s experiences. The summary are as follows. First, relevance of price, customer-contac...
This study examined what relationship marketing factors are, and investigated the relationship between these relational factors and relationship quality by customer`s experiences. The summary are as follows. First, relevance of price, customer-contact service, level of food, facilities, convenience factors had an effect on relational quality in low experience group. Second, customer-contact service, relevance of price, customer benefits, level of food had an effect on relational quality in high experience group. Finally, theoretical contributions, managerial implications, limitations, and future research directions are discussed.