Berndt, AdeleTesnear, Sumari2026-03-302026-03Berndt, A. D., & Tesnear, S. (2026). Mapping customer value propositions for retirement housing facilities in South Africa. African Journal of Business and Economic Research, 21(1), 219-239. https://doi.org/10.31920/1750-4562/2026/v21n1a10.1750-4554 (print)1750-4562 (online)10.31920/1750-4562/2026/v21n1a10http://hdl.handle.net/2263/109343The South African retirement housing market is expanding to meet increasing demand from retirees. Facility managers develop customer value propositions to inform retirees of the expected value. Given the growth in this sector and the lack of academic research into customer value proposition design, this study explores the components of customer value propositions in South African retirement housing facilities using customer value proposition mapping. Using an interpretivist approach, data (118 web posts) were collected from a senior citizens’ retirement housing website and analysed through content analysis. The key findings identified gain creators (such as medical and leisure services), pain relievers (such as security services), and relevant products (such as meal offerings) included in the propositions, with a primary focus on gain creators. This study underscores the necessity of aligning facility management with the nuanced requirements of retirees, providing a strategic framework for decision-making within a traditionally under-researched sector.en© Adonis & Abbey Publishers.Customer value proposition (CVP)FacilitiesValueRetirement housing facilities (RHFs)Retirement housingRetirement VillageRetireesLow- and middle-income countries (LMICs)Article