TY - GEN
T1 - Loyalty Strategies in Latin American SMEs
T2 - 2022 IEEE International Professional Communication Conference, ProComm 2022
AU - Cordova-Buiza, Franklin
AU - Paredes-Vasquez, Rocio Del Pilar
N1 - Publisher Copyright:
© 2022 IEEE.
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
KW - Loyalty
KW - SMEs
KW - microenterprises
KW - strategies.
UR - http://www.scopus.com/inward/record.url?scp=85138774276&partnerID=8YFLogxK
U2 - 10.1109/ProComm53155.2022.00062
DO - 10.1109/ProComm53155.2022.00062
M3 - Conference contribution
AN - SCOPUS:85138774276
T3 - IEEE International Professional Communication Conference
SP - 298
EP - 302
BT - Proceedings - 2022 IEEE International Professional Communication Conference, ProComm 2022
Y2 - 17 July 2022 through 20 July 2022
ER -
