IDEAS home Printed from https://ideas.repec.org/a/ids/ijesbu/v41y2020i4p490-502.html
   My bibliography  Save this article

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

Author

Listed:
  • Thierry Mahougnon Adankanhounde

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.

Suggested Citation

  • Thierry Mahougnon Adankanhounde, 2020. "Process of customer loyalty in very small craft enterprises: an exploratory study of the steps and skills of the owner-manager," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 41(4), pages 490-502.
    • Handle: RePEc:ids:ijesbu:v:41:y:2020:i:4:p:490-502
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=111575
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijesbu:v:41:y:2020:i:4:p:490-502. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=74 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.