Abstract:
Given the fact that South Africa is one of the global emerging markets, many of the emerging small
businesses are transiting from informal to formal businesses. The importance and contribution of these
ventures in economic growth and job creation cannot be overemphasised especially in times of technical
economic recession. Even tourists are more likely to repeat visit a business on later travels if they are
satisfied with service quality. Small grocery retail shops in Mangaung Municipality area are no exception.
Relationship marketing is considered as a vital option for achieving customer retention and growth among
small businesses, particularly, in the retail industries. However, this paper provides a robust insight into the
transformed small grocery retail shops by theoretically analysing relationship marketing and its effect on
customer retention for business growth. It, therefore, remains concerning in this paper to interrogate
customer retention given relationship marketing practices as well as effective options for these small
grocery retail shops toward warding off counterproductive competition in their business environment.
Options explored seek to assist this sector to build relationships with their customers, ensure their
satisfaction and ultimately retain them for growth, with the focus on transformation. The method adopted
for this study was desk-top literature review as well as observation. Finally, recommendations for improved
practices are provided. It is hoped that although limited in scope, these will help support drives to sustain
business ventures.
