Relationship marking, which focuses on ways to build, develop, and maintain successful relational exchanges, is an important way to sustain loyal customer. Previous studies that note the types of bonds that enhance commitment suggest that customer commitment can be built through the application of financial, social, and structural bonds. Although empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. The purpose of this study is to explore that different bonds(financial bonds, social bonds, and structural bonds) can enhance what kinds of consumer commitment(continuance commitment, affective commitment, and normative commitment). This study also attempt to explain the relationships between types of bonds and consumer commitment in different degree of customization and consumer relationship proneness. This study takes the consumer who in hair beauty and gas station for example. A total of 291 questionnaires were recovered, and after deducting the 71 invalid responses, the effective questionnaire sample contains 220 copies. The data gleaned from the questionnaire was subjected to descriptive statistical analysis, SEM, 1-Way MANCOVA and regression analysis in order to prove the hypothesis proposed in the theoretical structure of this research.The findings of this study are fivefold. 1.Almost all respondents confused social bonds with structural bonds. In this study, we combine social bonds with structural bonds, and named it core bonds. 2.The results suggest that financial bonds have positive impacts on normative commitment and continuance commitment. 3.The results suggest that core bonds have positive impacts on normative commitment, continuance commitment and affective commitment. 4.The different degree of customization influences relationship between bonds and commitment. 5.The people who has high relationship proneness will have high commitment.

Customer retention is crucial for a firms long term success and its application and dynamics are particularly interesting in the context of high growth firms. High growth firms are commonly characterised by having limited resources and operating in constant change in structure and routines which can affect the way the firms are able to work with customer retention. This research aims to investigate how high growth firms perceive customer retention. This research also aims to identify major difficulties high growth firms have working with customer retention as well as what strategies are used to counteract those difficulties. In order to investigate this topic, a qualitative study based on data from semi-structured interviews with seven high growth firms was conducted. My finding suggest that high growth firms has a great prioritising on customer retention. The findings also identified that limited resources and changing structure and routines is a challenge for high growth firms working with customer retention. This research identified key strategies high growth firms use to work with customer retention, being a quality customer service, customer focused culture, and relationship bonds.