There is no dearth of scholarly research in the field of RQ owing
to its strong linkages with relationship marketing, service quality
and TQM. Moreover, various studies focussing on RQ in services
industries highlight the personal and social relationships, which
come under the scope of supply chain and buyer–seller relationships.
The work of Crosby et al. (1990) while studying the relationship
between salesperson and customers illustrated the importance of
RQ in services. It reveals that RQ signifies the vigor of long-term
relationship with the customers thereby achieving customer
satisfaction and maintaining trust. In addition, the salesperson's
attributes of similarity and expertise understood as equally
important