2022
DOI: 10.2478/mdke-2022-0018
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Enhancing Customer Retention in Manufacturing SMEs through Supply Chain Innovative Practices

Baraka Israel

Abstract: Firms have realised that they cannot compete successfully in a marketplace without considering their customers. The impact of Supply Chain Innovative Practices (SCIPs) on customer retention in manufacturing SMEs is not well recognized. This paper aims to examine the extent to which manufacturing SMEs embrace SCIPs and their impact on customer retention. A simple random sampling technique and cross-sectional research design were used. Data were collected from 168 SME owners in Mwanza-Tanzania using a questionna… Show more

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Cited by 6 publications
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