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

Abstract

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 the unique institutional, social, and economic dynamics of emerging and developing market contexts. Design/methodology/approach: Guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) framework, a selection process identified 45 empirical studies published across major academic databases. The review maps geographical, methodological, and theoretical trends, synthesizing relational CRM mechanisms and organizational outcomes. Findings: Relational CRM operates not merely as a technological system but as a high-order relational capability. The analysis demonstrates that CRM practices enhance firm performance indirectly through core relational mechanisms: trust, commitment, satisfaction, relationship quality, customer engagement, and collaborative communication. These mechanisms translate into financial, customer, market, and organizational performance. However, these pathways are heavily moderated by internal digital capabilities and external environmental turbulence, institutional voids, and cultural relational norms.