Although many studies in relationship marketing has been done in the hospital setting, there has been very little research done in relationship marketing for the primary care physicians. The close relationship between the medical service providers and their patients is more evident and more important in a primary care setting than the hospital setting, Therefore, it is of great importance that we study the relationship between the primary care physicians and their patient as it pertains to the relationship marketing concept. The first purpose of this study is to confirm the influences of perceived service quality on relationship quality between the service providers and their customers. The second purpose is to show the influences of relationship quality on retention intention and recommendation intention. Thirdly, it is to find the factors influencing on retention intention. Therefore, this study tries to build a relationship marketing model useful for primary care physicians, which consists of four components: 1) service quality, which is a strategic variable 2) relationship quality, which consists of satisfaction, trust, and involvement 3) performance variables, which are retention intention and recommendation intention 4) factors influencing retention intention, which are: variety seeking tendency and relationship orientation of customers. Eight research hypotheses were built to achieve the research purposes: H1: Service quality is likely to influence positively on relationship quality. H2: Service quality is likely to influence positively on retention intention. H3: Service quality is likely to influence positively on recommendation intention. H4: Relationship quality is likely to influence positively on retention intention. H5: Relationship quality is likely to influence positively on recommendation intention. H6: Retention intention is likely to influence positively on recommendation intention. H7: Variety seeking tendency of customers is likely influence negatively on retention intention. H8: Relationship orientation is likely influence positively on retention intention. Utilizing AMOS4.0, we analyzed interval data collected from 413 samples of subjects that were at least nineteen years old and living in Daejeon, South Korea. The subjects were treated and observed by physicians during a span of 6 months. All the research hypotheses were adapted except the following three: H2: “Service quality is likely to influence positively on retention intention.” H3: “Service quality is likely to influence positively on recommendation intention.” and H7: “Variety seeking tendency of customers is likely influence negatively on retention intention.” The results reveal that service quality influences positively on relationship quality, and then relationship quality yields retention and recommendation intention. We also, found that relationship orientation positively influences on retention intention. We found four factors which influence medical service quality: medical skills, service skills, medical facilities, and atmosphere. Interestingly, we found that the medical skills and the service skills were of greater influence than medical facilities and atmosphere, which means that the physicians’ functional skill is more important than their technical surroundings. Service quality in turn affected the service relationship between the practitioners and the patents in three key ways: relationship satisfaction, trust, and commitment. Thus, in conclusion, service quality had a positive effect on retention intention and recommendation intention. This result is about the same as the study of Gooding’s (1995), but it is different from that of Chang and Kim (1999).