"This study attempts to develop the conceptual model for explaining consumers’ preference toward
retailers based on the relationship marketing strategy and transaction cost theory. Specifically, this
study investigates the impacts of relationship marketing and transaction cost on customer satisfaction
and perceived risk. In addition, the influences of customer satisfaction and perceived risk on customer
loyalty deserve further consideration. To assess the applicability of this conceptual model, this study
confined the research scope to shopping malls. The results show that relationship marketing
significantly has positive effect on customer satisfaction and negative effect on perceived risk. As to
influence of transaction cost, it significantly has negative effect on customer satisfaction and positive
effect on perceived risk. Furthermore, both relationship marketing and transaction cost could influence
customer loyalty through customer satisfaction or customer’s perceived risk. "
