This manuscript develops a new measure of how managers perceive relationship marketing and provides an initial test of its utility. The analysis reveals that relationship marketing is a second-order factor consisting of four dimensions: an ongoing bonding process, mutual value creation, a cooperative atmosphere, and information technology use. This second-order, four-factor model is useful in understanding the association between managers’ perceptions of what constitutes relationship marketing and their perceptions of its institutionalization (i.e., adoption as a standard practice). The survey data that are used to develop the relationship marketing scale were obtained from two independent samples of marketers, purchasers, and engineers. Because these professions are involved in inter-organizational exchange relationships, they are the most likely respondents within firms to be knowledgeable about relationship marketing. The scale development sample of 33 engineers, 36 marketers and 18 purchasing agents is derived from multiple industries, while the utility test sample of 61 engineers, 22 marketers and 33 purchasing agents is taken from firm members in the automotive and earth moving equipment industries.
