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Reexamining Relationship Marketing in Service Context: The Role of Customers’ Attitude Toward Relationship Marketing

Arguing that research on service relationship marketing needs to be built on an understanding of customer’s attitudes towards building a relationship with the service provider, this study aims to investigate the nature of customer’s attitudes towards relationship marketing and develop a multi-dimensional measurement scale in service context. Further, this study aims to examine the effects of customers’ attitudes on customers’ behaviors in various service encounters.