The unique role of relationship marketing in small businesses’ customer experience

The current study explores what defines customer experience in small businesses. Unlike the technology-oriented customer experience characterizing large enterprises, small businesses’ distinctive customer experience lies in their human interaction with customers. Two aspects of relationship marketing, namely, social relationship and personal care, have been found to be crucial components of this experience. Combining in-depth interviews with small business owners and customers, as well as customer survey, we identified two parallel relationship strategies: communication and personal care enhances trust in the business, and social relationship foster commitment. Both strategies lead to positive customer outcomes.