In recent years, many companies are making continuous effort to survive in the fierce competition. Especially they have devoted themselves to maintain enterprise-wide and systematic customer satisfaction and relationships that focus on individual customers. Through this process of effort, companies became more actively interested in customer-oriented thinking and relationship quality with customers than in the past. Until now, however, most studies have been focused on B2B relationships and there is no study regarding B2C relationship quality between service providers and customers. Therefore, it is necessary to develop a B2C relationship quality scale in face-to-face situations based on a rigorous methodology. To this end, 98 preliminary questions were derived through related literature, open questionnaires, and in-depth interviews. Based on the assessment of content validity, 38 questions finally derived from 98 questions and they were used to develop a B2C relationship quality scale which consists of three factors. The three factors were named trust, empathy and affection and the nomological validity of the scale was also verified by identifying the relationship structure with variables such as customer satisfaction, corporate image, long-term relationship orientation, etc. The developed scale is meaningful in the sense that it explored and presented specifically the scale of relationship quality in face-to-face situations. In this situations, the frequency of contact between service providers and customers is active compared to the B2B situations. Furthermore, using the components of developed relationship quality, such as trust, empathy and affection, we can expect significant contributions to academic research and utilization of face-to-face relationship quality between people in the future.