The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective
Relationship marketing (RM) concept seems to be best understood and embraced more by big business, while amongst myriad of small businesses it seems less prominent. This paper explores the need for RM as a determinant to hair salon’s competitiveness and growth. Hair industry in SA is declared a mult...
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2017-03-01
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doaj-6a0abf90270b463486e71d063e6cac492020-11-25T00:35:40ZengLLC "CPC "Business Perspectives"Problems and Perspectives in Management1727-70511810-54672017-03-0115113213910.21511/ppm.15(1).2017.148196The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspectiveEdmund O. Amoakoh0Matsidiso N. Naong1Department of Business Management, Faculty of Management Sciences, Central University of Technology, Free StateDepartment of Business Management, Faculty of Management Sciences, Central University of Technology, Free StateRelationship marketing (RM) concept seems to be best understood and embraced more by big business, while amongst myriad of small businesses it seems less prominent. This paper explores the need for RM as a determinant to hair salon’s competitiveness and growth. Hair industry in SA is declared a multi-billion dollar industry, their stagnation prompted this study. This paper contends that relationship building with customers has a profound effect on the inclination of a customer to return to the business. With the key variables of the relationship marketing model as the main determinants are namely service quality, customer satisfaction and customer retention. Increased practice of RM within this industry will enable owners to embrace entrepreneurial activities imperative for competitiveness, value creation and sustainability.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8196/PPM_2017_01_Amoakoh.pdfhair salon owners and practitionershair salonsrelationship marketingtraditional marketing |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Edmund O. Amoakoh Matsidiso N. Naong |
spellingShingle |
Edmund O. Amoakoh Matsidiso N. Naong The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective Problems and Perspectives in Management hair salon owners and practitioners hair salons relationship marketing traditional marketing |
author_facet |
Edmund O. Amoakoh Matsidiso N. Naong |
author_sort |
Edmund O. Amoakoh |
title |
The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
title_short |
The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
title_full |
The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
title_fullStr |
The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
title_full_unstemmed |
The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
title_sort |
relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective |
publisher |
LLC "CPC "Business Perspectives" |
series |
Problems and Perspectives in Management |
issn |
1727-7051 1810-5467 |
publishDate |
2017-03-01 |
description |
Relationship marketing (RM) concept seems to be best understood and embraced more by big business, while amongst myriad of small businesses it seems less prominent. This paper explores the need for RM as a determinant to hair salon’s competitiveness and growth. Hair industry in SA is declared a multi-billion dollar industry, their stagnation prompted this study. This paper contends that relationship building with customers has a profound effect on the inclination of a customer to return to the business. With the key variables of the relationship marketing model as the main determinants are namely service quality, customer satisfaction and customer retention. Increased practice of RM within this industry will enable owners to embrace entrepreneurial activities imperative for competitiveness, value creation and sustainability. |
topic |
hair salon owners and practitioners hair salons relationship marketing traditional marketing |
url |
https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8196/PPM_2017_01_Amoakoh.pdf |
work_keys_str_mv |
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