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 INTRODUCTION The concept of relationship marketing in service marketing was proposed by Berry (1983). This concept is just one part of the service delivery process to attract new customers, and is fundamental to service marketing behavior to gain regular customers and maintaining long-term relationships to establish customer trust. Consequently, Sirdeshmukh et al. (2002) indicated that the increasing importance of relationship marketing has boosted interest in the role of trust in fostering strong relationships. This study examines a management dilemma related to increasing consumer consciousness, namely how international airlines can develop a useful relationship marketing strategy to enhance different customer levels of trust when facing different passengers and competitors. Despite the recognized significance of trust establishment in customer-firm relationships, few works have studied service behavior that established customer trust or mechanisms through which these service behaviors contribute to enhancing trust. Instead, most studies focused on the consequences of perceived trust for outcomes, for example, loyalty and corporation (Garbarino & Johnson, 1999; Tax et al., 1998). The purpose of this study aims to fill the existing gap in the literature. First, this investigation distinguishes both relationship selling behavior and trust to develop a multifaceted model involving four constructs of relationship selling behavior, including interaction intensity, preferential treatment and tangible treatment, and to examine their different effects on three types trust, specifically characteristic-based trust, process-based trust and institutional-based trust. Second, this study discriminates the relationship of trust and two categories of relationship values, namely social value and functional value, to identify the different effects of trust facets on these two relationship values. Finally, the sensitivity of the  proposed model is also examined using the data obtained from surveying the relationship  between international airlines in Taiwan and regu lar passengers. This study selects 24 international airlines operating out of Chiang Kai-Shek International Airport and Kaohsiung International Airport in Taiwan as the subjects of a field study. The international airline industry was selected as the research object because the relationship value  programs initiated by airlines comprise not only of rewarding the most valuable customers by  providing mileage prizes but also in showing recognition and providing special privileges (De Wulf et al., 2001). Notably, it displays the strong competition in the international air travel market. In terms of pricing and service quality, international airlines strive to meet the demands of passengers for travel and thus maintain long-term relationships. Therefore, this study examines whether diverse relationship selling behaviors by airline service personnel affect customer trust differently, and whether these mechanisms convert customer trust into relationship value in relationship marketing. Additionally, if enterprises want to remain successful in a new competitive environment, they should emphasize establishing and maintaining the trust-loyalty relationships with regular customers (Jones & Sasser, 1995). Additionally, Crosby et al. (1990) considered that relational quality was determined by trust and satisfaction, while Heskett et al. (1994) and Ravald and Gronroos (1996) indicated that customer 

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