This study examines the effect of relationship‐based marketing on future interactions
between customers and vendors in the trade fair of machinery and raw materials of
biscuits, sweets and chocolate. Previous research has shown that social episodes as a core
of relationship marketing theory can affect relationship quality between seller and
customer. In this study, using the results of previous studies, the relationship between
relationship marketing and relationship quality between seller and customer was assessed.
Respondents in the study were selected among participants in the international fair of
machinery and raw materials of biscuits, sweets and chocolates using simple random
sampling. The results of the tests show that the information exchange and social exchange
affect the relationship quality. In addition, the relationship between the relationship
quality and anticipation of future interactions was also proven. Moreover, hierarchical
regression analysis showed that the higher the importance of product exchange, the
greater is the positive effect of information exchange on the relationship quality.
