Mkhwanazi, Ayanda2025-02-062023Mkhwanazi, Ayanda. (2024). The effect of relationship marketing on consumer behaviour in South Africa [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/43792A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024Relationship marketing has become a key tactic for companies looking to establish and preserve enduring connections with their clientele. The effect of relationship marketing on consumer behaviour in the financial services sector of South Africa is examined in this qualitative study. This study was performed with thirteen participants from various industry backgrounds and explores trust, satisfaction, loyalty, and client engagement through an analysis of existing body of literature and empirical research. It investigates the ways in which relationship marketing tactics (personalised communication and customer service) influence consumer perceptions, attitudes, and loyalty decisions. The study also assesses how digital platforms and technological advancements support the efficacy of relationship marketing campaigns. The study finds that although consumers respond differently to marketing efforts, there are common sentiments which can be leveraged for company success. The study provides actionable recommendations which underscore the importance of aligning business practices with customer needs and expectations, while leveraging technology to deliver value-added servicesen© 2025 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Relationship marketingpersonalisationcustomer servicecustomer experienceSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg