ABSTRACT
The COVID-19 pandemic is interfering with one of our most important needs as human beings: people-based interactions. While a post-pandemic future is still uncertain, people feel the need to get back as soon as possible to that 'human touch', which has always been a fundamental characteristic of marketing. Based on a sample of representatives of hotels and their privileged interlocutors in corporate clients, this chapter focuses on the quality of business-to-business relationships, in which each organisation is represented by an individual, and proposes a relationship quality model from a people-based, inter-organisational perspective, while providing relevant insights in the context of the integration between traditional and digital approaches in modern marketing. © 2022, IGI Global. All rights reserved.