This paper tests the validity and the causal structure of the main concepts developed in the relationship marketing literature, including perceived quality (technical and functional), value, satisfaction, trust and commitment to the brand. Working with two samples each consisting of 2,150 customers of a large bank, we first study the unidimensionality of these concepts and underline their high correlations. We then study their causal structure and show that our data are compatible with a "relational chain" structure with significant direct effects of both quality components (technical and functional) on value, and effects of value on satisfaction, of satisfaction on trust, and finally, of trust on commitment. Indeed, all these links are positive, strong, and nearly equal in intensity (close to 0.5). This causal model was then successfully compared with two alternative models emerging from the literature where : i) trust is an antecedent of satisfaction ; ii) satisfaction is an antecedent of value.