TITLE

Investigating the Effect of Customer Loyalty on Sustained Organizational Growth -- A Case of Indian Micro, Small & Medium Enterprises

AUTHOR(S)
Rai, Alok Kumar; Srivastava, Medha
PUB. DATE
August 2011
SOURCE
International Journal of Global Management;Aug2011, Vol. 2 Issue 1, p14
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The MSME sector has been accepted as the engine of sustained economic growth and productivity worldwide. It holds a special significance for a country like India in terms of providing economic stability, augmenting the revenues and increasing the competitiveness of the country in global markets. However, this sector is currently afflicted with a number of issues which curb its real potential. Apart from the traditional business intricacies, MSMEs are also ignorant towards the power of customer delight and loyalty which comes from customer orientation. The present paper is an attempt to understand the issues and challenges confronting small and medium enterprises in India which restrict it from reinventing its role and importance for the inclusive economic growth and equitable development. It explores the concept and advantages of customer loyalty and its potential to address some of the problems faced by small and medium enterprises in India.
ACCESSION #
84520295

 

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