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Apr 3, 2024

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Moriah Mulig Eng 332 (617) Annotated Bibliography Pt. 2 2/21/24 Title : The Impact of Customer Loyalty on Small Businesses and its Ability to Increase Brand Awareness/ Development Article 1 Adeleke, A. (2020) A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses. Open Journal of Business and Management, 8, 726-753. doi: 10.4236/ojbm.2020.82044. Summary This source is a case study that examines the variety of marketing strategies that coffee shop owners use to maintain their business as it develops over the first few years of its life. This case study provides insight specifically on coffee shops which is relevant to the research being done for Sola Cafe. The data provided conclusive data that indicated owners of successful coffee shops were actively engaged in day-to-day operations and in the community; used social media for marketing; used competitive pricing; precise about the location; provided exceptional customer service. The data collected is very telling because as I consider Sola Cafe, I can recognize that they have the qualities listed and that is what sets them apart from chain coffee shops. I think this source will provide data that can be closely compared to data collected on Sola
Cafe. I plan to use this source to determine areas that small coffee shops, such as Sola Cafe, can improve on or even implement. Article 2 Andrea, M. T., Cavacece, Y., Russo, G., & Granata, G. (2019). A systematic mapping study on customer loyalty and brand management. Administrative Sciences, 9(1) doi:https://doi.org/10.3390/admsci9010008 Summary This article outlines some of the marketing terms that are important to consider in the business industry such as “sustainable competitive advantage” and “brand management.” This resource is a paper that reviews a bibliometric analysis and a mapping study and analyzes it in the context of customer loyalty and brand management from 2000 to 2018. This information provided through the conclusive data and analysis will help to determine how marketers can gain a competitive advantage and have positive financial outcomes. I also think this information is beneficial if a study has to be done because the approach to collecting data is shared and can be replicated to look at areas of improvement for other businesses. I hope this article will bring valuable insight to how customer loyalty can be improved in other areas other than a loyalty/program. Article 3 Team, R. R. (2023, August 30). Small business loyalty programs: Are they right for you?. Referral Rock Blog. https://referralrock.com/blog/small-business-loyalty-programs/
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