Process of customer loyalty in very small craft enterprises: an exploratory study of the steps and skills of the owner-manager

Thierry Mahougnon Adankanhounde

International Journal of Entrepreneurship and Small Business, 2020, vol. 41, issue 4, 490-502

Abstract: Customer loyalty, already studied by many practitioners and researchers, continues to be topical due to the benefits that loyal customers provide to the business. There are, in the literature, tools developed for companies to retain customers who become demanding and rare. Very small craft enterprises (VSE) which are booming presently represent the next economy. However, the proprietors of such ventures, though mostly illiterate, have to adapt not only to the different stages for establishing long-lasting relationships with customers, but also to the necessary skills in the process. In this line, interviews were held with 25 groups of group-based VSE proprietors. The data collected shows that the process of customer retention follows three steps during which the owner-manager must develop skills and specific skills.

Keywords: customer loyalty; very small craft business; process; steps skills. (search for similar items in EconPapers)
Date: 2020
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