This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

Abstract in English, Afrikaans and Zulu / The environment in which a business operates consists of various forces which exert positive or negative influences on the business. Since they contribute to or deter from the achievement of business objectives, it is essential that they be identified and investigated. The aim of this study was to determine the environmental forces which affect the operations of small, medium and micro independent caterers in Cape Town. In this context, the micro, market and macro-environments were examined. It is hoped that the results of the study will assist these caterers in their awareness of pertinent factors in their business environment, as well as the strengths, weaknesses, opportunities and threats arising therein. They can use this information in strategy development, to reach their objectives, and to enhance their competitive advantage and profitability. Primary data was collected from the business owners or managers through an online survey. The survey covered firmographic business details, as well as demographic details of the owners/managers. Thereafter, their opinions were elicited regarding the impact of various factors in their business environment. The main findings are the following: The greatest positive impacts on the small, medium and micro independent caterers are the abilities of the owners/managers, relationships with suppliers, the internet, and the control of materials and production processes. The greatest challenges faced are financial resources, marketing strategies, online services, competitors, customer demands, the current state of the economy and legal regulations. / Die omgewing waarin 'n onderneming werksaam is, bestaan uit verskeie magte wat die onderneming positief of negatief kan beïnvloed. Aangesien dit tot die onderneming se doelstellings kan bydra of keer dat die onderneming dit bereik, is dit noodsaaklik dat dit geïdentifiseer en ondersoek word. Die doel van hierdie studie was om die omgewingsmagte te bepaal wat die werksaamhede van klein, medium en mikro-onafhanklike spyseniers in Kaapstad beïnvloed. In hierdie konteks is die mikro-, mark- en makro-omgewings ondersoek. Die hoop is dat die bevindings van die studie hierdie spyseniers sal help om bewus te wees van die toepaslike faktore in hul sakeomgewing asook hul sterkpunte, swakpunte, geleenthede en bedreigings wat daarin tot stand kom. Hulle kan hierdie inligting gebruik om 'n strategie te ontwikkel om hul doelstellings te bereik en hul mededingingsvoorsprong en winsgewendheid te bevorder. Primêre data is van sake-eienaars of -bestuurders verkry deur 'n aanlyn opname. Die opname het die onderneming se firmografiese besonderhede asook die eienaars/bestuurders se demografiese besonderhede gedek. Daarna is hul menings oor die invloed van verskeie faktore in hul sakeomgewing gevra. Die volgende is bevind: Die grootste positiewe invloede op klein, medium en mikro-onafhanklike spyseniers is die eienaars/bestuurders se vermoëns, verhoudings met verskaffers, die internet en die beheer van materiale en produksieprosesse. Die grootste uitdagings was finansiële hulpbronne, bemarkingstrategieë, aanlyn dienste, mededingers, klante se eise, die huidige stand van die ekonomie en wetlike regulasies. / Indawo eliqhubeka kuyo ishishini inamasolotya amaninzi asenokuba nefuthe elihle okanye elibi kwishishini elo. Njengoko la masolotya encedisa okanye ethintela ukuphunyezwa kweenjongo zeshishini, kubalulekile ukuba anakanwe kwaye aphandwe. Injongo yesi sifundo yayikukuphonononga amanqanaba achaphazela ukusebenza kwamashishini okupheka azimeleyo, amancinci, aphakathi namancinci kakhulu eKapa. Kule meko, kwaqwalaselwa iindawo zokusebenza ezincinci kakhulu, ezinkulu kakhulu neemarike. Kuthenjwa ukuba iziphumo zesi sifundo ziya kubanceda oosomashishini bokupheka ukuze baqaphele imibandela ebalulekileyo malunga nomsebenzi wabo, baqonde amandla, ubuthathaka kunye namathuba avelayo kolu shishino. Bangalusebenzisa olu lwazi ekuqulunqeni amacebo obulumko okuphumeza iinjongo zabo kunye nokomeleza amathuba abo okuphumelela kukhuphiswano nokwenza inzala. Kwenziwa uhlolo zimvo kusetyenziswa i-intanethi ekuqokeleleni ulwazi ngqo kubanini nabaphathi bamashishini. Olu hlolo zimvo lwaqwalasela iinkcukacha ezingundoqo zamashishini kwakunye nesibalo sabanini/abaphathi bamashishini. Emva koko, kwafunwa izimvo zabo malunga nefuthe lemiba ethile kwiindawo zabo zoshishino. Okuphambili okwafunyaniswayo koku: Okona kukhulu okuchaphazela kakuhle amashishini okupheka azimeleyo amancinci, aphakathi namancinci kakhulu ngamandla okuba nakho abanini/abaphathi, ulwalamano nabo bathengisa izixhobo zokuqhuba ishishini, i-intanethi, kunye nolawulo lweenkqubo zokuvelisa. Eyona mingeni iphambili yimithombo yemali, amacebo okubhengeza ishishini, iinkonzo zokuthenga ngeintanethi, abakhuphisani, izinyanzeliso zabaxumi, isimo sezoqoqosho esigqubayo kwakunye nemigaqo yomthetho. / Business Management / M. Com. (Business Management)