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This study aims to analyze the correlations between customer service and relationship marketing in the commercial exchange between hotels and its organizational clients. The scale developed and applied by Wilson and Vlosky (1997) to measure relationship marketing in the United States context was adapted to the brazilian service sector, as well as indicators were generated to measure the customer service level. The results obtained by structural equation modeling show good indexes of fit to the proposed theoretical structure concerning the behavior of the attributes of relationship marketing and customer service. Based on these results, some conclusions and managerial implications are analyzed in the end of the study.

Serviços ao cliente e marketing de relacionamento no setor hoteleiro de Porto Alegre