Abstract of this study is to examine consumer perceptions of their shopping experience in a retail environment. Designmethodology lapproach Based on the literature, a model of relationship strength is developed and empirically tested with a sample of consumers in a chain departmental setting in Australia. The model investigates the effect of service quality, trust, and relationship strength. The model then seeks to explore the impact of relationship strength on outcomes such and behavioral outcomes such using Interrelationships among these variables are also The are analysed research model consists of a simultaneous system of equations having latent constructs and multiple indicators. overall the findings were consistent with hypotheses from the literature. Empirical support is provided for the relationship between service quality and tnust. Research limitationsimplications Although this study found significant relationships between the constructs in the research model, it should be taken into account that the levels of explained are modest given the large sample size. In addition, the relationship strength model was tested using a cross sectional design making casual assessments difficult. originalit ylvalue The research findings could be generalized to services that share some common characteristics with regard to the nature of customer the retail industry, for example, banking, accounting, and insurance services.