Abstract
The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in benefit (carrot) and barrier (stick) is relatively sparse. Past study on relationship marketing strategy mainly discussed separately on either B2C or B2B scenario. Relatively few studies compare the differences of relational bonds effects between B2B and B2C sectors. Since the B2B and B2C business models are different. The present study provides insights for marketers how to align relational bonds, customer value and loyalty between B2B and B2C sectors.