Loyalty Strategies in Latin American SMEs: a Systematic Review of Scientific Literature Between 2012 and 2021

Franklin Cordova-Buiza, Rocio Del Pilar Paredes-Vasquez

Research output: Chapter in Book/ReportConference contributionpeer-review

5 Scopus citations

Abstract

SMEs often strive to achieve the loyalty of technological and constantly changing consumers. This research systematizes what is written in scientific literature on loyalty strategies in Latin American SMEs, between 2012 and 2021. For this purpose, databases such as Scopus, Scielo, ProQuest, Dialnet were used, where 25 research articles were systematized by using inclusion and exclusion criteria, such as year, country and language. The results show that customer loyalty is mainly related to an adequate communication and the rewards received from the company.

Original languageAmerican English
Title of host publicationProceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages298-302
Number of pages5
ISBN (Electronic)9781665495172
DOIs
StateIndexed - 2022
Externally publishedYes
Event2022 IEEE International Professional Communication Conference, ProComm 2022 - Limerick, Ireland
Duration: 17 Jul 202220 Jul 2022

Publication series

NameIEEE International Professional Communication Conference
Volume2022-July
ISSN (Print)2158-091X
ISSN (Electronic)2158-1002

Conference

Conference2022 IEEE International Professional Communication Conference, ProComm 2022
Country/TerritoryIreland
CityLimerick
Period17/07/2220/07/22

Bibliographical note

Publisher Copyright:
© 2022 IEEE.

Keywords

  • Loyalty
  • SMEs
  • microenterprises
  • strategies.

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