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The buying decision is strongly influenced by the specificity of consumption of these services – the personal involvement of the consumer in the provision of services, the important role of updating previous services information, a higher need for certainty and the psychological pressure on the patient, etc. The article’s objective is to investigate and clarify the way in which the variables characteristic to the buying decision process of dental medical services can be used to create a customer database for consolidating relational marketing strategies for the dental offices. The article relies on previous researches led by the authors concerning Romanian consumers’ satisfaction and preferences for dental care services, as well as a recent field survey that identifies the stages and the factors shaping the consumers’ buying decision process.