Abstract:
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.
