Relationship quality is an emerging concept that attempts to measure the lifetime value of a customer. The indicators that determine the construct are satisfaction with the relationship, the customer's trust and the customer's level of commitment. This paper considers how the post-purchase perceived value of a tourism package influences the relationship quality with a travel agency. Gummesson posits the existence of a causal link between perceived value and relationship quality. The results show that the tourist's satisfaction is the key variable in the relationship quality. Affect plays a fundamental direct role in long-term valuation, while cognition is more influential in the short term.
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