Research paper by Rizal Ahmad and Francis Buttle, in Journal of Business and Industrial Marketing. Investigates how one industrial chemicals company has gone about improving customer retention through adaptation and bonding. Adaptations can be made either by the seller (the chemicals company in tis case) or by the buyer; often by both. Bonds can be social or structural. Social bonds are bonds between people founded on trust and admiration. Structural bonds take many forms – legal/contractual, project, joint venture, for example.