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Abstract Based on the theories of relationship marketing and the literature of relationship marketing orientation, this paper designs a new scale of relationship marketing orientation by modifying the previous scales with a problem on face validity. In the context of the relationship between manufacturers and distributors in marketing channels, it tests and assesses the reliability and validity of the new scale. The results show that the scale is acceptable in terms of internal consistency, face validity, content validity, convergent validity, discriminant validity, unidimensionality, and predictive validity. The most important is that the new scale better conforms the concept of relationship marketing orientation, making it better in face validity.
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Received: 19 April 2007
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Corresponding Authors:
ZHUANG Gui-Jun
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2007, Vol. 1 
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