Purpose
The purpose of this paper is to explore marketing analysis by developing a customer loyalty approach for small- and medium-sized enterprises (SMEs) in the service sector, based on customer relationship management (CRM) in the context of an emerging economy.
Design/methodology/approach
This study analyzes different models of CRM in the literature and defines a loyalty approach for SMEs in the service sector. It is characterized as exploratory research, with a qualitative approach. A systematic review of the literature is undertaken as the starting point for achieving the main objective of the study.
Findings
The need to develop a framework for an approach to customer loyalty for SMEs based on CRM and to make it operational.
Research limitations/implications
It is a qualitative and exploratory study, applied only to a company’s two main clients.
Practical implications
The contribution of this study is that it offers SMEs consistent guidelines on how best to conduct relationship management with their customers by using a systemic methodology that can be adapted to the requirements of more effective interaction between a company and its customers. It also provides coherence to the purpose of meeting customers’ needs. This is an action strategy that focuses especially on the use of tools, such as SERVQUAL, Kano and SWOT analysis, and thereby increases the competitive profile of organizations in this sector.
Originality/value
This study is a new approach to customer loyalty for SMEs in the service sector, which integrates elements of CRM strategy and implementation.
This is a research study based on an analysis which sets out to identify and pinpoint ergonomic and usability problems found in a sample of automobile dashboards. The sample consisted of three dashboards, of three different makes and characterized as being a popular model, an average model and a luxury model. The examination was conducted by observation, with the aid of photography, notes and open interview, questionnaires and performing tasks with users, the bases of which are on the principles laid down by methodologies. From this it was possible to point to the existence of problems such as: complaints about the layout, lighting, colors, available area, difficult access to points of interaction, such as buttons, and the difficult nomenclature of dials. Later, the findings and recommendations presented show the need for a further, deeper study, using more accurate tools, a larger sample of users, and an anthropometric study focused on the dashboard, since reading and understanding it have to be done quickly and accurately, and that more attention be given to the study of automobile dashboards, particularly in the most popular vehicles in order to maintain the standards of usability, and drivers' comfort and safety.
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