Exploring customer loyalty at bottom of the pyramid in South Asia

摘要: Purpose – The purpose of this paper is to provide insights into the under‐researched area social responsibility small scale individual entrepreneurs (SIEs) and how that impacts on customer loyalty at bottom pyramid (BoP) in context South Asia.Design/methodology/approach Drawing from literature, expands builds previous work Azmat Samaratunge SIEs develops a set propositions probable link between awareness, responsible business practices BoP level.Findings Findings highlight uniqueness SIEs, customers contextual variables developing countries. authors further contribute knowledge by concept blind loyalty, where are likely experience regardless being socially responsible.Research limitations/implications Given limited literature ...