The authors conduct an exploratory study in order to develop a measurement scale of customers transactional/relational orientation. The study is implemented in the context of French banking industry in both B.-to-C. and B.-to-B. environments. The results show that a different scale is needed for...

The authors conduct an exploratory study in order to develop a measurement scale of customers' transactional/ relational orientation. The study is implemented in the context of French industry in both B.-to-C. and B.-to-B. environments. They show that transactional/ relational orientation can be...