Creating, winning and retaining small enterprise customers

Small business owners face many opportunities and difficulties whilst growing their ventures. Many small business owners are proactive when it comes to managing opportunities in their markets, but most often struggle when it comes to implementing initiatives to grow their businesses. We introduce a services marketing perspective in creating, winning and retaining small business customers. We identified an appropriate sample of high growth small businesses in Victoria, Australia; and empirically investigated services marketing initiatives which may be implemented into these businesses at a relatively low cost. Services marketing initiatives of the service profit chain, industry best practice, relationship marketing and service quality are integrated to produce practical implementation. Our aim is to introduce these initiatives to enhance customer satisfaction and loyalty, thereby enhancing the growth of these small growing businesses.