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

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.