The customer is king : How SMEs can use customer loyalty to improve performance

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This paper demonstrated the role that both customer and technology orientation had on customer loyalty, and the resulting impact on business performance. Originality/value This briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.