Write a paper on Achieving Hair Salon Competitiveness through Relationship Marketing.

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Subject: Business

Achieving Hair Salon Competitiveness through Relationship Marketing: A Case of Hair Salons in the Free State Province in South Africa


In the contemporary business landscape, the significance of relationship marketing in enhancing competitiveness and sustainability has gained substantial recognition. This essay explores the research conducted by Dr. Francis Okyere and Edmund Owusu Amoakoh in 2019, which delves into achieving hair salon competitiveness through a relationship marketing model. The study examines the context of hair salons in the Free State Province of South Africa and investigates the entrepreneurial strategies and cognitions that underlie the implementation of relationship marketing in these businesses. This essay reviews and analyzes the key findings, implications, and contributions of the study, while also contextualizing it within the broader framework of relationship marketing and entrepreneurship.

Background and Context

Hair salons represent a significant segment of the service industry, catering to individuals’ personal grooming needs. The competitive landscape of the hair salon industry requires businesses to adopt innovative strategies to attract and retain customers. The study by Okyere and Amoakoh (2019) recognizes the role of relationship marketing as a valuable approach in this regard. The focus of the research is on hair salons in the Free State Province of South Africa, a region with unique socio-economic characteristics that could impact business operations and marketing strategies.

Relationship Marketing in Hair Salons

Relationship marketing is a strategic approach that emphasizes building and nurturing long-term relationships with customers, suppliers, and other stakeholders. It contrasts with traditional transactional marketing, where the primary goal is to complete individual transactions. Relationship marketing seeks to create customer loyalty, enhance customer satisfaction, and establish a competitive advantage through personalized interactions and continuous engagement.

Okyere and Amoakoh’s (2019) study identifies key dimensions of relationship marketing practices in hair salons, including customer relationship management, customer loyalty, and word-of-mouth communication. These dimensions align with the idea that satisfied and loyal customers are more likely to engage in positive word-of-mouth, which, in turn, attracts new customers.

Entrepreneurial Strategies and Cognitions

Entrepreneurs play a crucial role in implementing relationship marketing strategies. Entrepreneurial cognitions encompass the mindset, beliefs, and attitudes of business owners, which influence their decision-making processes and behaviors. In the context of hair salons, entrepreneurs’ cognitions shape their perception of relationship marketing’s importance and guide the adoption of these strategies.

Indrupati and Henari (2012) highlight the role of online social networking in entrepreneurial success. Social media platforms provide hair salon entrepreneurs with opportunities to engage with customers, share updates, and receive feedback. This aligns with the relationship marketing approach, where businesses leverage digital platforms to maintain constant communication and personalized interactions with their customer base.

Marketing Strategies for Small Businesses

Marketing strategies are essential for small businesses like hair salons to compete effectively in the market. Kenny and Dyson (2016) emphasize the significance of marketing for small businesses, focusing on factors such as target audience identification, branding, and differentiation. In the case of hair salons, creating a unique brand identity and offering specialized services can contribute to customer loyalty and positive word-of-mouth, two key components of relationship marketing.

Enhancing Small Business Owners’ Success Rates

Turner and Endres (2017) delve into strategies for enhancing small business owners’ success rates. These strategies encompass various aspects of business operations, including financial management, customer service, and innovation. The study highlights the importance of adaptability and innovation in a competitive market, which relates to the entrepreneurial strategies required for implementing relationship marketing. Successful entrepreneurs in the hair salon industry must continuously innovate and adapt their services to meet evolving customer preferences.

Sustainable Leadership and Environmental Issues

Incorporating sustainable practices and addressing environmental concerns have become crucial for businesses in various industries. Woo and Kang (2020) emphasize the role of sustainable leadership in addressing environmental issues. While the Okyere and Amoakoh (2019) study focuses on relationship marketing, the concept of sustainable leadership is relevant to businesses aiming to differentiate themselves by addressing environmental concerns. Hair salons can adopt eco-friendly practices, which not only contribute to sustainability but also align with the values of environmentally conscious customers.

Information and Communication Technology for Development (ICT4D)

Zheng et al. (2018) conceptualize development in information and communication technology for development (ICT4D). While not directly related to hair salons, this concept underscores the potential of technology in enhancing business operations and customer engagement. Hair salons can leverage technology for appointment booking, personalized recommendations, and customer feedback, all of which contribute to the relationship marketing model discussed in Okyere and Amoakoh’s (2019) study.

Word of Mouth Communication and Customer Loyalty

Ngoma and Ntale (2019) investigate word of mouth communication as a mediator of relationship marketing and customer loyalty. This mediation mechanism is relevant to hair salons, as positive word-of-mouth plays a significant role in attracting new customers and retaining existing ones. The study suggests that effective relationship marketing practices can lead to increased customer loyalty, which in turn generates positive word-of-mouth referrals.

Implications for Hair Salon Competitiveness

The findings of Okyere and Amoakoh’s (2019) study have several implications for hair salons striving to enhance their competitiveness through relationship marketing:

  1. Customer-Centric Approach: Relationship marketing emphasizes understanding and meeting customer needs. Hair salons can use this approach to tailor their services to individual preferences, leading to increased customer satisfaction and loyalty.
  2. Long-Term Relationships: Building long-term relationships with customers can lead to repeat business and positive word-of-mouth referrals. Hair salons can invest in loyalty programs, personalized offers, and exceptional customer service to foster such relationships.
  3. Digital Engagement: The role of online social networking highlighted by Indrupati and Henari (2012) is particularly relevant for hair salons. Maintaining active social media profiles and engaging with customers online can create a sense of community and enhance customer engagement.
  4. Innovation and Adaptability: As Turner and Endres (2017) suggest, innovation and adaptability are crucial for business success. Hair salons can innovate by introducing new services, techniques, or products to keep up with changing trends and customer preferences.
  5. Sustainable Practices: Woo and Kang (2020) emphasize the importance of addressing environmental issues. Hair salons can adopt eco-friendly practices, such as using sustainable products and reducing waste, to attract environmentally conscious customers and contribute to sustainability.
  6. Technology Integration: Building on the concept of ICT4D by Zheng et al. (2018), hair salons can leverage technology to enhance customer experience. Online booking systems, mobile apps, and personalized communication can streamline operations and improve customer interactions.

Contributions and Limitations

Okyere and Amoakoh’s (2019) study contributes to the field of relationship marketing by providing insights into its application in the specific context of hair salons. The study highlights the interconnectedness of entrepreneurial strategies, customer loyalty, and word-of-mouth communication. By focusing on a specific industry and region, the study offers practical implications for local businesses seeking to implement relationship marketing.

However, there are limitations to consider. The study’s context is limited to hair salons in the Free State Province of South Africa, which may not fully capture the diversity of the global hair salon industry. Additionally, the study’s findings are based on a specific point in time and may not account for changes in market conditions, customer preferences, or technological advancements since then.

Future Research Directions

The research conducted by Okyere and Amoakoh (2019) opens avenues for further exploration:

  1. Cross-Industry Analysis: Comparing relationship marketing practices across various industries could provide insights into the transferability of strategies. How do relationship marketing practices differ between hair salons and other service sectors?
  2. Longitudinal Studies: Conducting longitudinal studies that track the implementation and impact of relationship marketing strategies over time could reveal the long-term effects on customer loyalty and business performance.
  3. Global Perspective: Expanding the research to include hair salons in different countries and cultural contexts could reveal cultural nuances that influence the effectiveness of relationship marketing.
  4. Technological Advancements: Investigating how emerging technologies, such as artificial intelligence and virtual reality, can be integrated into relationship marketing practices to enhance customer engagement and loyalty.


The study by Dr. Francis Okyere and Edmund Owusu Amoakoh (2019) sheds light on the importance of relationship marketing in enhancing hair salon competitiveness. By investigating the entrepreneurial strategies and cognitions that underlie the adoption of relationship marketing practices, the study contributes to our understanding of how small businesses can thrive in a competitive market. The research aligns with broader concepts in entrepreneurship, marketing, and sustainable leadership, offering insights into strategies that can benefit not only hair salons but also businesses across various industries. As businesses continue to navigate dynamic market conditions, relationship marketing remains a valuable approach for building customer loyalty and achieving long-term success.


  1. Okyere, F., & Amoakoh, E. O. (2019). Achieving Hair Salon Competitiveness Through Relationship Marketing Model: A Case of Hair Salons in the Free State Province in South Africa. ResearchGate. https://www.researchgate.net/publication/336589131_achieving_hair_salon_competitiveness_through_relationship_marketing_model_a_case_of_hair_salons_in_the_free_state_province_in_south_africa
  2. Indrupati, J., & Henari, T. (2012). Entrepreneurial Success Using Online Social Networking: Evaluation. Education, Business and Society: Contemporary Middle Eastern Issues.
  3. Kenny, B., & Dyson, K. (2016). Marketing in Small Businesses. Routledge.
  4. Turner, S., & Endres, A. (2017). Strategies for Enhancing Small Business Owners’ Success Rates. International Journal of Applied Management and Technology, 16(1), 3.
  5. Woo, E. J., & Kang, E. (2020). Environmental Issues as an Indispensable Aspect of Sustainable Leadership. Sustainability, 12(17), 1-22. https://doi.org/10.3390/su12177014
  6. Zheng, Y., Hatakka, M., Sahay, S., & Andersson, A. (2018). Conceptualizing Development in Information and Communication Technology for Development (ICT4D). Information Technology for Development, 24(1), 1-14. https://doi.org/10.1080/02681102.2017.1396020
  7. Ngoma, M., & Ntale, P. D. (2019). Word of Mouth Communication: A Mediator of Relationship Marketing and Customer Loyalty. Cogent Business & Management, 6(1), 6–21. https://doi.org/10.1080/23311975.2019.1580123

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