A SYSTEMATIC LITERATURE REVIEW OF RELATIONSHIP MARKETING
FOR SMES A DURING PANDEMIC

A SYSTEMATIC LITERATURE REVIEW OF RELATIONSHIP MARKETING
FOR SMES A DURING PANDEMIC

Literature Review, Pandemic, Relationship Marketing, UKM

Relationship marketing (RM) is an important issue in every business because it is
a key component of long-term business success. Small and Medium Enterprises
(SMEs) are an important business sector in economic growth. This study aims to
find out how important RM is for SMEs during a pandemic. This study uses a
literature review. Database from Pubmed, ProQuest, Ebsco, and Emerald
databases. The keywords used in English are Relationship Marketing, SMEs, and
Programs. The data obtained was manually extracted and analyzed descriptively,
with the criteria of full text articles, research articles, and the last 10 years of
publication period (2013-2022). Found 61 articles related to the research theme,
in which RM can help improve the ability of SMEs to gain competitive advantage
during the pandemic and discover their strengths and weaknesses to develop
critical capabilities for high turbulence and dynamic situations in their
environment, and therefore pave the way for improvement towards greater good.
Programs that can be carried out to deal with the pandemic are: managing
marketing strategies, innovating products, involving the role of the government,
and promoting with social media. The results of the study show that RM has an
important role in improving the capabilities of SMEs by managing the
implementation of marketing strategies in the company.

Tuti Anggraeni *1, Dodi Sukmayana*2, Disman*3 , Puspo Dewi Dirgantar

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

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