Relationship marketing has been viewed as a key to the success of business companies, especially with the growing understanding that acquiring a new customer is more expensive than maintaining the current one. Although keeping customers loyal is a critical objective of relationship marketing, there is limited agreement on which antecedents could be used to achieve this aim. The essence of this research is the development of a more encompassing model of relationship marketing based on a review of the literature, and the empirical investigation of this model. Specifically, the research investigates the effect of relational bonds (financial, social and structural) on customer satisfaction. Further, it explores the influence of customer satisfaction and relationship strength on customer loyalty. The findings allow and include relationship strength and customer satisfaction on an equal footing, in terms of their influence on loyalty. This research also aims to explore the impact of customers’ attitude toward switching, perceived behavioural control (PBC), subjective norms, and loyalty on customer’s switching intention. Further, the research examines the differences in customer satisfaction, loyalty, relationship strength, attitude toward switching, perceived behavioural control, subjective norms, and switching intention between switchers and stayers using the internet sector in Jordan as the context for the research. Also, it aims to explore the relationship between customer loyalty and switching intention. The overall research problem seeks to identify the additional benefits of explaining the relationship marketing process through the inclusion of relational bonds and switching behaviour into an extended relationship marketing model.