THE ROLE OF CUSTOMER EXPERIENCE IN SHAPING SME PERFORMANCE: A MULTIDIMENSIONAL ANALYSIS OF SATISFACTION, LOYALTY, AND WORD-OF-MOUTH BEHAVIOR

Abstract

This research looks into how performance of SMEs in North Kerala is facilitated by customer experience through satisfaction, loyalty, and word of mouth (WOM) behaviour. This study has the goal to offer a multidimensional interpretation of how these customer driven factors affect success of SMEs in an all-around way beyond the traditional financial metrics. This study employs a quantitative mix of analyses based on a sample size of 411 respondents to test relationships between customer satisfaction, loyalty programs, and performance outcomes. The theoretical and practical implications of these findings will be useful to SME managers to implement customer centric strategies that will guide the business towards sustainable performance.