The study aims to examine the relationships between service quality, experience value, relationship quality and behavior intentions. Validated measurements were identified from a literature review. The total of 309 valid respondents were used in this research. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on the 309 responses using confirmatory factor analysis and a structural equation modeling, accordingly. In addition, this study systematized the concepts, defined and tested the component scales of the relationship model between service quality, experience value, relationship quality and behavior intentions from the collected data, which helps to adequately identify the relationship between the factors in the model as well as the impact. The findings confirm that service quality influences experience values, relationship quality and purchase intention. Service quality, experience value, relationship quality and behavior intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. Contributes to a better fit between relationship marketing models and managerial practice in business markets. This study provides managerial implications regarding service quality and experience value so that firms and marketers can consult and apply. Managers should not only focus on the improvement of service quality but overall strategic planning.

Abstract
1. Introduction
2. Literature Review
    2.1. Service Quality
    2.2. Experience Value
    2.3. Relationship Quality
    2.4. Behavioral Intensions
    2.5. Hypothesis
3. Research Methodology
    3.1. The Research Framework
    3.2. Questionnaire Design
    3.3. Sampling and Data Collection
    3.4. Confirmatory Factor Analysis – CFA
    3.5. Reliability and Validity
4. Empirical Analysis
    4.1. Model Tests
5. Conclusion
    5.1. Managerial Implication
    5.2. Limitations and Recommendation forFuture Studies
References

• Van Dat TRAN(Faculty of Business Administration, Banking University, Ho Chi Minh City) Corresponding Author.