Abstract
The purpose of the study on which this article is based, was to interrogate the relationship marketing practices of small retailers in South Africa. The researcher also explores the impact of relat...
Highlights
Relationship marketing has been the subject of investigation for more than two decades
Factor 2, named “Long-term relationships”, loaded four items. This factor had the highest mean score of 4.19, which implies that small retailers prefer long-term relationships to other types of relations. They exhibit long-term relationship practices, as was evident from the following: “Sustaining relationships with suppliers” (M = 4.47), “We have plans to continue with this relationship” (M = 4.15), “We expect our relationship with suppliers to last a long time” (M = 4.44), “We have long-term relationships with suppliers” (M = 4.32) and “We review all our supply relationships regularly in order to identify problems and/or opportunities” (M = 3.73)
The findings reported on here, seem to suggest that small retailers engage in transactional relationships more than they do in collaborative relationships, but prefer long-term relationships to both of the aforementioned
Summary
Relationship marketing has been the subject of investigation for more than two decades. The ability of small retailers to build long-lasting and collaborative relationships with their suppliers could enhance their standing in the market, and enable them to be competitive. 662) found that retailers select suppliers with whom they want to be involved in long-term relationships and with whom they can share information in a collaborative relationship.
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