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Nlary Jerry Joseph

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Review Open access Sep 2026

Driving SME Performance in the Global South: A Systematic Review of Relational CRM Mechanisms, Outcomes, and Future Research Directions

Purpose: This systematic literature review synthesizes research from 2017 to 2025 on relational customer relationship management (CRM) within small and medium-sized enterprises (SMEs) across the Global South. It investigates the relational mechanisms through which CRM practices affect SME performance, accounting for th...

Evelyn N. Asare, Nlary Jerry Joseph · 0 citations

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