RELATIONSHIP MARKETING MODEL FOR HAIR SALONS IN THE FREE STATE PROVINCE

Abstract

The increasing rate of the establishment of hair salons in the Free State province has led to fierce competition in hair salons’ businesses. With increased competition, it is hoped that a framework to support competitive activities that meet and exceed customer preferences and requirements could be helpful. This study develops and presents relationship marketing framework that provides support for hair salons competitiveness and growth. The study applied both qualitative and quantitative research method. The quantitative phase used survey data collection method, to collect data from 145 respondents, randomly selected owner/managers of hair salons and customers from Bloemfontein in the Free State Province of South Africa. These responses were supported with personal interview (i.e. qualitative) to improve generalizability of research finding. The empirical findings show evidence of lack of awareness and importance of relationship marketing activities in the hair salons for competitiveness. Despite the lack of awareness, a positive relationship between relationship marketing framework and hair salon competitiveness and growth was found. The relationship marketing model adopted would provide strategic support and adequate information on small business performance which would prove useful for their marketing planning.