Relationship Marketing to Improve Marketing Performance of SMEs

In the highly competitive post-pandemic landscape, Micro, Small, and Medium Enterprises (MSMEs) increasingly rely on relationship marketing strategies to sustain competitive advantage. However, the existing literature regarding the nexus between relationship marketing dimensions and MSME performance remains fragmented. Consequently, this study aims to systematically synthesise empirical evidence to elucidate how relationship marketing acts as a catalyst for marketing performance. Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, a rigorous systematic review was conducted. A total of 19 primary studies published between 2020 and 2025 were selected from reputable databases, including Scopus and ScienceDirect, following strict inclusion criteria to ensure methodological robustness. The thematic synthesis reveals that while traditional elements such as trust, commitment, and communication remain fundamental, there is a paradigm shift towards digital adoption. Specifically, the integration of social customer relationship management and artificial intelligence has emerged as a critical determinant in enhancing customer retention and brand advocacy. The findings demonstrate that relationship quality directly mediates the impact of marketing orientation on sales growth and customer loyalty. Theoretically, this research enriches the Trust-Commitment Theory within the digital context. Practically, it provides strategic insights for MSME managers to transition from transactional interactions to technology-enabled relationship building to ensure long-term sustainability.