Supplier relationship marketing practices and small retailer performance in South Africa

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 relationship marketing practices on the performance of small retailers in South Africa (SA). Objectives were...

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Autor principal:	KM Makhitha
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	relationship marketing small and medium-sized enterprises small retailers performance Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/3a8b7a8c24a84b51b32e1f7b85f7b3bd
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spelling	oai:doaj.org-article:3a8b7a8c24a84b51b32e1f7b85f7b3bd2021-12-02T16:07:36ZSupplier relationship marketing practices and small retailer performance in South Africa2331-197510.1080/23311975.2019.1672490https://doaj.org/article/3a8b7a8c24a84b51b32e1f7b85f7b3bd2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1672490https://doaj.org/toc/2331-1975The 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 relationship marketing practices on the performance of small retailers in South Africa (SA). Objectives were formulated and hypotheses were tested using ANOVA and regression analysis and survey data drawn from small retailers’ owners/managers in South Africa. The results indicate that small retailers in SA practice relationships marketing and that they share information with suppliers and are involved in various types of relationships such as ling-term relationships, collaborative relationships and transactional relationships. Information sharing was found to influence the performance of small retailers while other relationship types did not. Moreover, the age of the owners of small enterprises did not influence their relationship marketing practices, while their level of education was found to do so. This study offers managerial insights into the roles that relationship marketing, especially information sharing with their suppliers play in the performance of small retailers. This study makes three key contributions. First, the study proved that small retailers practice relationship marketing, although they still emphasise transactional relationships over collaborative relationships. Second, the importance of information sharing in small retailers, which requires that small retailers continue sharing information for improved business performance. Third, the demographics of small business owners/managers have no influence on relationship marketing practices.KM MakhithaTaylor & Francis Grouparticlerelationship marketingsmall and medium-sized enterprisessmall retailersperformanceBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	relationship marketing small and medium-sized enterprises small retailers performance Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	relationship marketing small and medium-sized enterprises small retailers performance Business HF5001-6182 Management. Industrial management HD28-70 KM Makhitha Supplier relationship marketing practices and small retailer performance in South Africa
description	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 relationship marketing practices on the performance of small retailers in South Africa (SA). Objectives were formulated and hypotheses were tested using ANOVA and regression analysis and survey data drawn from small retailers’ owners/managers in South Africa. The results indicate that small retailers in SA practice relationships marketing and that they share information with suppliers and are involved in various types of relationships such as ling-term relationships, collaborative relationships and transactional relationships. Information sharing was found to influence the performance of small retailers while other relationship types did not. Moreover, the age of the owners of small enterprises did not influence their relationship marketing practices, while their level of education was found to do so. This study offers managerial insights into the roles that relationship marketing, especially information sharing with their suppliers play in the performance of small retailers. This study makes three key contributions. First, the study proved that small retailers practice relationship marketing, although they still emphasise transactional relationships over collaborative relationships. Second, the importance of information sharing in small retailers, which requires that small retailers continue sharing information for improved business performance. Third, the demographics of small business owners/managers have no influence on relationship marketing practices.
format	article
author	KM Makhitha
author_facet	KM Makhitha
author_sort	KM Makhitha
title	Supplier relationship marketing practices and small retailer performance in South Africa
title_short	Supplier relationship marketing practices and small retailer performance in South Africa
title_full	Supplier relationship marketing practices and small retailer performance in South Africa
title_fullStr	Supplier relationship marketing practices and small retailer performance in South Africa
title_full_unstemmed	Supplier relationship marketing practices and small retailer performance in South Africa
title_sort	supplier relationship marketing practices and small retailer performance in south africa
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/3a8b7a8c24a84b51b32e1f7b85f7b3bd
work_keys_str_mv	AT kmmakhitha supplierrelationshipmarketingpracticesandsmallretailerperformanceinsouthafrica
_version_	1718384709328699392

Supplier relationship marketing practices and small retailer performance in South Africa

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