📄 Acad. J. Curr. Res. — Volume 25, Issue 12 (2025)
Academic Journal of Current Research |
Volume 25, Issue 12 | 2025 | 1 Articles
Open Access
Double-Blind Peer Reviewed
ISSN: 2837-3707 (Online)
📋 Articles — Volume 25, Issue 12
Research Article
Pages 1-25
Article 1 of 1
CUSTOMER LOYALTY AND RECIPROCITY: EXAMINING THEIR INTERPLAY IN THE SME SECTOR
Small and Medium-sized Enterprises (SMEs) face tough competition in the market; therefore, they need to create and build their loyal customer base for growth and sustainability. The main objective of this study was to assess reciprocity influence on customer loyalty…