“…This situation implies the need for SMEs to forge relationships with their customers. Considering the South African SME context, the long history of SMEs' failure rate due to challenges such as a failure to access markets (Cant, 2012;van Scheers & Mmatli, 2019), access to finance (Elizabeth, Popoola & Popoola, 2020;Musara & Fatoki, 2011), among others can be addressed through the introduction of mutually beneficial customer interaction and business process values. This perspective is supported by Chen, Liu, and Wan (2020) who concluded that SMEs would find it worthwhile to focus their attention on maintaining strong relationships, based on trust and commitment, with their customers.…”