Library Portal | UWC Portal | National ETDs | Global ETDs
    • Login
    Contact Us | About Us | FAQs | Login
    View Item 
    •   DSpace Home
    • Faculty of Economic and Management Sciences
    • School of Business and Finance
    • Research Articles (School of Business and Finance)
    • View Item
    •   DSpace Home
    • Faculty of Economic and Management Sciences
    • School of Business and Finance
    • Research Articles (School of Business and Finance)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Relationship marketing: Strategic and tactical challenges for SMEs

    Thumbnail
    View/Open
    Saungweme_Relationship_2010.pdf (90.58Kb)
    Date
    2010
    Author
    Saungweme, Percy
    Naicker, Visvanathan
    Chuma, Watson
    Metadata
    Show full item record
    Abstract
    This study sought to explore the tactical and strategic challenges, which small and medium sized service firms may face in their bid to successfully practice and implement Relationship marketing. The framework of the requirements for successful practice of relationship marketing propounded by Gronroos (1996) was used in this study to explore likely, the tactical and strategic challenges that small and medium sized service firms face in their endeavour to practice Relationship marketing (RM). A critical literature review was undertaken on the inherent characteristics of SMEs and how they pose the aforementioned challenges. Small and medium sized firms could find it strategically and tactically challenging to meet effectively, the requirements of successfully implementing and practicing Relationship marketing owing to their inherent characteristics and constraints. Researchers are recommended to empirically investigate the applicability of the ''generalized'' requirements for the successful practice of Relationship marketing in small and medium sized service firms. The study viewpoint, which is the first of its kind, demonstrates that the ''one size fit all'' approach as regards the practice of Relationship marketing does not generically apply to all business forms (large and small) hence, may not be generalized to small and medium sized service firms as well across all types of economies.
    URI
    http://hdl.handle.net/10566/2320
    Collections
    • Research Articles (School of Business and Finance)

    DSpace 6.3 | Ubuntu | Copyright © University of the Western Cape
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of DSpaceCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    Statistics

    View Usage Statistics

    DSpace 6.3 | Ubuntu | Copyright © University of the Western Cape
    Contact Us | Send Feedback
    Theme by 
    Atmire NV