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Introduction With a significant number of retail companies posting negative results, it is important for these companies to start focusing on their customers’ needs. Many companies are using relationship marketing to increase customer satisfaction and loyalty, which should increase their store patronage. Customers that maintain relationships with clothing or accessories salespeople are widely considered to have a higher level of service satisfaction and shopping frequency. Reynolds & Beatty (1999) and Benapudi & Berry (1997) offer explanations as to why customers engage in a relationship with their sales associates. Not much has been studied, however, on customers who do not maintain relationships with salespeople and their level of satisfaction and shopping frequency compared with those of relationship customers. Learning more about the satisfaction and patronage of non-relationship customers can help companies to understand that customer and offer alternatives that are more tailored to their shopping needs. Review of Literature Benefits of salesperson relationships to customers A relationship customer is a consumer that has an ongoing relationship with a salesperson and the two know each other (Reynolds & Beat