Relationships have become more essential today considering that the business environment consists of many actors competing over the same customers. Relationships imply great advantages, for both the companies and the customers, and involve knowledge exchange. This implies that the companies are able to understand and tailor their offering to suit the specific needs of the customers. To understand how the customers perceive a company’s offering it might be useful to assess the dimensions regarding service quality. A company needs to be aware of what they are promising in order to achieve this. The purpose of this thesis is to identify essential aspects that affect the customer satisfaction in the relationship between a wholesale company and a specialized retailer. In order to fulfill our purpose a case study was conducted of the wholesale company Dogman. To be able to understand Dogman’s relationships with their retailers, five service quality determinants were used. Our research indicates that four aspects; information, knowledge, salespeople and responsiveness, are essential for customer satisfaction and long-lasting relationships.