This study investigated the link between relationship quality, purchase intention, and behavior, and the moderating role of relationship strength. It found that a positive relationship quality leads to higher purchase intention, and higher intention leads to more purchasing behavior. Relationship strength strengthened the impact of quality on intention and intention on behavior. The study used surveys of apparel customers to measure relationship factors, intentions, purchases, and relationship strength. It confirmed hypotheses that relationship quality and strength positively impact intentions and behavior.