The purpose of this current research is to explore aspects of relationships in a contextual framework that associates them with brand equity as predictive of the kind of customer satisfaction that leads to current customers’ recommendations to prospective customers. In this effort, the current research project examines relationship quality as one of the three variables predictive of brand equity and propensity to recommend; the other two are the product offerings of the company as well as non-product attributes that are relevant to its brand equity. Finally, this research is contextualized in terms of a service industry, a member of the banking industry (for instance, see this context in Bruning & Ledingham, 1999)