Linking Supply Chain Management Practices of Micro, Small, and Medium-Sized Enterprises to Customer Relationship Management Objectives: A Proposed Framework

Highlighting the importance of micro, small, and medium-sized enterprises (MSMEs) for economic development and growth, and the appearance of their supply chain vulnerability due to the pandemic attack. Thus, the aim of this research is to propose a framework linking the supply chain management practices (SCMPs) of MSMEs to CRM objectives for the purpose of improving MSMEs’ operational performance. This article conducted a systematic review of all available publications from two prominent databases (WoS and Scopus) through PRISMA guidelines to explore the relationship between variables upon which the theoretical framework will be identified. Followed by semi-structured interviews with MSMEs’ eco-system stakeholders to validate the proposed framework using content analysis based on NVivo software. The findings revealed the relationship between SCMPs and CRM objectives through MSMEs’ operational performance, and a set of indicators has been determined for each variable, upon which a theoretical framework has been developed. Moreover, content analysis for interviews validates the key determinants for SCMPs, operational performance, customer satisfaction, and loyalty for MSMEs, upon which a proposed framework has been developed. This research provides a framework that can be used by academics and practitioners to assess the impact of SCMPs on CRM objectives through improving MSMEs’ operational performance and corrective action for MSMEs’ procedures.