The SM-SBR model is illustrative of the requirement to build consumer-brand relationships in a way that characterizes synergy and coalescence in strategic planning and implementation. Service brand marketing scholars also accentuate the importance to transcend departmental boundaries in order to concert different functions to pursue holistic effectiveness of relationship management (e.g. Seijts and Latham, 2003; Swaminathan et al., 2007; Bolton et al., 2008). For future research, exploration can be conducted on the specific avenues that may facilitate the service-providing organization to achieve synergy and concerted efforts in the strategic management of service brand relationships. The interested researchers may try to investigate the best possible business model in which the service-providing organization is capable of synchronizing inter-departmental and cross-functional actions, which eventually lead to positive relationships for maximizing marketing performance of the service brand.