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 language | American English |
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Title of host publication | Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022 |
Publisher | Institute of Electrical and Electronics Engineers Inc. |
Pages | 298-302 |
Number of pages | 5 |
ISBN (Electronic) | 9781665495172 |
DOIs | |
State | Indexed - 2022 |
Externally published | Yes |
Event | 2022 IEEE International Professional Communication Conference, ProComm 2022 - Limerick, Ireland Duration: 17 Jul 2022 → 20 Jul 2022 |
Publication series
Name | IEEE International Professional Communication Conference |
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Volume | 2022-July |
ISSN (Print) | 2158-091X |
ISSN (Electronic) | 2158-1002 |
Conference
Conference | 2022 IEEE International Professional Communication Conference, ProComm 2022 |
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Country/Territory | Ireland |
City | Limerick |
Period | 17/07/22 → 20/07/22 |
Bibliographical note
Publisher Copyright:© 2022 IEEE.
Keywords
- Loyalty
- SMEs
- microenterprises
- strategies.