Relationship marketing orientation: scale development and cross-cultural validation

This paper addresses the conceptual and measurement issues related to the study of relationship marketing orientation (RMO). It first reviews the concept of RMO and its important components. It then reports on the construction and psychometric assessment of a measure of RMO. Six multiitem scales are developed showing strong evidence of reliability and validity in samples from firms in Mainland China and Hong Kong. Further analysis provides evidence supporting scale invariance across the two samples. The final section includes a discussion of the implications of the findings and directions for future research.