Relationship marketing has suddenly grown as a new method of management . The value of relationships in these markets move attempts to implement similar task in mass consumer markets where customer expectations and competitive pressures were increasing . The RM concept as an alternative to the ‘exchange’- based paradigm of marketing .Vast reductions in the cost of information technology brought promise that relational strategies might be extended to all customers. Unfortunately, the application of technology in these markets has not been unproblematic, perhaps because the focus has shifted to technology at the cost of remembering the ideal. Moreover information technology literature, information systems were imposed that may be incompatible culture, capabilities and systems.