Relationship marketing cannot be separated from communication as it is a substantial exchange of value, understanding, information, and knowledge from partners in a relationship. While the concept of relationship marketing has been increasing in recent years, the linkage of relationship marketing with other important aspects, such as communication and culture, is still not well developed. This conceptual paper critiques the intercultural communication fallacy in relationship marketing, and reviews and persents three cultural dimensions: power distance, collectivism vs. individualism, and uncertainty. The dimensions impact communication characteristics of style, strategies, frequency, flow, etc., which in turn impact quality of relationship marketing.