Customer loyalty approach based on CRM for SMEs

Abstract

Purpose The purpose of this paper is to explore marketing analysis by developing a customer loyalty approach for small- and medium-sized enterprises (SMEs) in the service sector, based on customer relationship management (CRM) in the context of an emerging economy. Design/methodology/approach This study analyzes different models of CRM in the literature and defines a loyalty approach for SMEs in the service sector. It is characterized as exploratory research, with a qualitative approach. A systematic review of the literature is undertaken as the starting point for achieving the main objective of the study. Findings The need to develop a framework for an approach to customer loyalty for SMEs based on CRM and to make it operational. Research limitations/implications It is a qualitative and exploratory study, applied only to a company’s two main clients. Practical implications The contribution of this study is that it offers SMEs consistent guidelines on how best to conduct relationship management with their customers by using a systemic methodology that can be adapted to the requirements of more effective interaction between a company and its customers. It also provides coherence to the purpose of meeting customers’ needs. This is an action strategy that focuses especially on the use of tools, such as SERVQUAL, Kano and SWOT analysis, and thereby increases the competitive profile of organizations in this sector. Originality/value This study is a new approach to customer loyalty for SMEs in the service sector, which integrates elements of CRM strategy and implementation.

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“…The aim is to focus on customers' satisfaction and improving the quality of customer services at all service centers in Malaysia. By using the customer relationship management (CRM) approach, Proton and Perodua could offer better quality of services, enhance customer satisfaction and at the same time maintain customers' loyalty toward brand image (Galvao, Carvalho, Oliveira, & Medeiros, 2018). In enhancing customer satisfaction, Proton has come out with a strategy called "Voice of Customer" and Customer Priority Index (CPI).…”

Business Development Services Access as a Strategic Response to Market Disruption among Small and Medium Enterprises

“…The study established that these SMEs that share information regularly with customers perform better than their competitors who do not share. Sharing of information by SMEs with their customers about their business for example, inventory levels, product improvement, development of new products or sales promotion strategies enables fact-based and customer-focused decision making (Galvão, Carvalho, Oliveira, & Medeiros, 2018). This promotes cooperative in the supply chain, which may enhance better positioning in the market place as firms' better respond to the changing demands and specific needs of the customers.…”

Importance of Customer Loyalty in Telecommunication Sector

“…In the first phase, (Galvão, et al, 2018)argue that the attribute information of the mark which is available to the consumer indicates that a brand is preferable over its alternatives, and therefore the author speaks of loyalty cognitive. It is formed from the information received by the potential client, from his beliefs, and especially from prior knowledge available to the consumer as well as successful experiences.…”