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Service marketing is the important part in relationship marketing researches because it can make not only a functional aspect, but a social connection with customers as well through the interactive process in service encounters. Therefore, we have to examine whether or not customers` strong emotional bonds which can be created by the interaction in service encounters have influences on the variables related to relationship marketing in service. As results, social rapport and friendship as customers` strong emotional bonds were stimulated by a relational antecedent(communication), and eventually could effect on customer loyalty as a relational outcome positively. It means that customers` strong emotional bonds are critical components to lead relational outcomes in relationship marketing of service. Also, It suggests that customers` strong emotional bonds should be considered in the process from the relational efforts to relational outcomes.

Effects of Social Rapport and Friendship on the Relational Outcomes