Author(s): Reginald Masocha, Fortunate Mandipaka
Due to the fact that the fast food industry in South Africa is well developed, the industry has undergone an intensified level of competition which has forced most fast food firms to consider new marketing practices in order to retain profitability. The study aspired to investigate the influence of relational marketing practices on firm performance amongst fast food outlets in South Africa. The area of study was Eastern Cape Province in South Africa. A self-administered questionnaire was used to collect data. A sample of 212 respondents was surveyed using systematic sampling technique. Data analytical statistics utilized were primarily descriptive statistics including Pearson Correlation tests. The Cronbach’s alpha assessment was applied to determine the reliability of the scales. The results revealed that performance of fast food firms was positively affected by database marketing and network marketing. Contrary to this, the study revealed that interaction marketing had no positive impact on fast food firm performance.