The search for long-term relationships with the customer is only a fashionable precept presenting a contingent phenomenon, as evidenced by the frequent use of this concept, to analyze the inter-organizational relations, in different fields of psycho-sociological, strategic sciences and marketing. These observations prompt us to ask the following question: Are there economic reasons for inter-organizational collaboration? Is it a new marketing mode or is it just a formula invented and popularized by academia? The purpose of this work is to specify the concepts of ethical and relational links in a marketing perspective, on the one hand, and to analyze its role in the management of the inter-organizational relationship on the other hand. Through a study conducted in the services sector, we will seek to explore the relational antecedents that can help explain this new collaborative trend of companies based on two theoretical approaches: ethics and relational.