Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence

Due to the importance of micro, small, and medium-sized enterprises (MSMEs) sector negative implications COVID-19, which resulted in decreasing resource availability, shortages supply, declining consumer demand requirements, a lack satisfaction loyalty, this research investigates impact resilience, responsiveness, quality on customer loyalty MSMEs. An online questionnaire was conducted MSMEs’ end consumers Egyptian context. The analysis through Amos SPSS, hypotheses were tested covariance-based structural equation modelling for 891 valid questionnaires. findings exposed that there is positive significant operational resilience (flexibility technology adoption), responsiveness (delivery fulfillment speed after-sale service), product/service terms behavioral, attitudinal dimensions. It contributes understanding how MSMEs could enhance their sustainable performance (resilience, quality) reach better loyalty. This presents insights can adapt dynamic business environment COVID-19 crisis behavior, has changed nature needs market consumers. In addition, extends theories Resource-Based View (RBV), Dynamic Capability (DCV), Theory Consumption Value (TCV) an empirical contribution filling gap consumers’ quality.