The effect of relational benefits on perceived value in relation to customer loyaltyLiterature reviewRelational benefitsRelational marketing, which emphasizes approaches to building, evolving and maintaining an exchange successful relationship (Gro ¨ nroos, et al., 1994), is changing the orientation of marketing from attracting discrete, short-term transactions to maintaining close and long-lasting customer relationships. (Czepiel 1990) emphasized that relational exchanges with customers are particularly important because customers expect to receive additional benefits as a result of attracting interpersonal attention. These benefits of an interpersonal nature have been defined in the literature as "relational benefits" and increase for those customers who are involved in ongoing relationships with the service provider and its staff (Gwinner et al., (1998) (Hennig-Thurau et al. , 2002) conducted in-depth interviews and quantitative studies to examine the benefits that customers receive from relational exchanges (Bitner, 1995; Morgan and Hunt, 1994), social (Berry, 1995; Price and Arnould, 1999), economic (Peterson, 1995) and personalization (Barlow, 1992; Crosby, 1991). Consequently, they empirically identified a typology of three benefits relational: trust benefits (psychological), social benefits and special treatment. benefits (economic and personalization). Trust benefits linked to psychological benefits refer to the perception of reduced nervousness and ease of knowing what to expect in the meeting service. Social benefits, which refer to the emotional part of relationships and… halfway through the paper… titudinal measures have an advantage over behavioral measures (e.g., repeat clientelism) in that they can provide greater insight into the factors associated with the development of loyalty (Riley et al., 2001). (Rundle-Thiele and Bennett 2001) further argued that attitudinal loyalty measures would be valuable in service markets, as attitudinal measures can identify a customer's favorable attitude toward a company in the service context. (Dick and Basu 1994) proposed that customer preference is essential to a conceptualization of loyalty. Their view is supported by Butcher et al. (2001) indicating that the conceptualization of loyalty is the customer's first choice for service over competition. Therefore, the present study defined loyalty as a customer's favorable attitude of stable psychological attachment, resulting in preference, towards the supplier based on experience.