Purpose: The purpose of this paper is to explore marketing analysis by developing a customer loyalty approach for small- and medium-sized enterprises (SMEs) in the service sector, based on customer relationship management (CRM) in the context of an emerging economy. Design/methodology/approach: This study analyzes different models of CRM in the literature and defines a loyalty approach for SMEs in the service sector. It is characterized as exploratory research, with a qualitative approach. A systematic review of the literature is undertaken as the starting point for achieving the main objective of the study. Findings: The need to develop a framework for an approach to customer loyalty for SMEs based on CRM and to make it operational. Research limitations/implications: It is a qualitative and exploratory study, applied only to a company’s two main clients. Practical implications: The contribution of this study is that it offers SMEs consistent guidelines on how best to conduct relationship management with their customers by using a systemic methodology that can be adapted to the requirements of more effective interaction between a company and its customers. It also provides coherence to the purpose of meeting customers’ needs. This is an action strategy that focuses especially on the use of tools, such as SERVQUAL, Kano and SWOT analysis, and thereby increases the competitive profile of organizations in this sector. Originality/value: This study is a new approach to customer loyalty for SMEs in the service sector, which integrates elements of CRM strategy and implementation.

The survival of an organisation today depends directly on its capacity to be efficient and competitive. Growing transformations in the world economy impose new variables on the productive process. Environmental management is one of these variants, which brings in itself a series of opportunities and risks. An environmental management system (EMS) allows an organisation to permanently control the effects of the productive process on the environment. In Brazil, the adoption of this new approach still finds certain resistance by companies, which have seen it more as an additional cost than an improvement opportunity. This study aims to identify the environmental actions of some Brazilian companies, seeking to obtain important information about the process and the operations accomplished in the adoption of EMS by companies which seek to improve the quality of life for the population.