Chapter One introduces the reader to Relationship Marketing and identifies the focus of this thesis as being the domain extension of this paradigm into mass consumer markets. The motivation and rationale for such a focus are then delineated as are the specific aims of the thesis. Next, the chapter describes the structure of the thesis as a whole and broadly identifies the focus and content of the following seven chapters. Included within this discussion is an overview of the approach to data collection and interpretation, the location and timing of the study and the overarching research paradigm that informs this study. Finally, a number of personal comments are offered by the author regarding the impact of the doctoral journey in re-framing her views on a number of substantive issues.