Consumer loyalty is crucial for the survival and sustainability of Micro, Small, and Medium Enterprises (MSMEs). This systematic literature review examines the predictors of customer loyalty, such as service quality, consumer trust, and customer satisfaction. By analyzing previous studies and identifying trends, this review aims to provide recommendations for improving performance through enhanced service quality and more effective marketing strategies, Using 34 articles originating from emerald for analysis. The study emphasizes the importance of developing sustainable and customer-oriented business strategies for MSME stakeholders. While existing research primarily focuses on larger industries, this review suggests applying loyalty-building insights to the MSME sector to drive economic growth.
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Ananda et al. (2024) studied this question.
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