Purpose – The purpose of this paper is to develop an understanding of what constitutes relationship quality in four different countries. The paper shows which attributes are important in assessing relationship quality and how they vary in importance among countries. Design/methodology/approach...

There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business-toconsumer (B2C) and...