vol. 1, 2007/1, pp. 41 –57 DOI 10.1007/s12087-007-0001-x c  Gabler Verlag 2007 Keith Blois Business Customers’ Behaviour – A Challenge for the Relationship Marketing Concept? Abstract While B2B relationship marketing has been enthusiastically endorsed, business customers’ behaviour suggests that suppliers should be cautious when establishing relationship marketing strategies with customers. In particular a supplier should be sure that customers see value in the maintenance of the relationship. Keywords: b2b – relationships – customers – mutuality – creating value Authors K. Blois, University of Oxford, Oxford, OX1 5NY, UK Received: June 2006 / Revised: August 2006 vol. 1, 2007/1 41