Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Kenneth D. Gossett
Abstract
Some sales managers of medical imaging devices lack strategies to improve long-term customer retention. Increasing retention can save these sales managers up to 50% of their customer acquisition costs. Grounded in the service profit chain theory, the purpose of this qualitative multiple case study was to explore strategies sales managers of medical imaging devices use to improve long-term customer retention. The participants comprised seven sales managers of medical imaging devices from three companies who successfully achieved long-term customer retention. Data were collected using semistructured interviews and public documents. Thematic analysis was used to analyze the data. Three themes emerged: value-added services influence customer satisfaction and retention; providing employees resources, training, and support to ensure prompt resolution to unexpected events; and incentivizing personnel to build relationships and meet customer needs to improve customer satisfaction. A key recommendation is for sales managers to ensure product availability and minimize product downtime. The implications for positive social change include the potential for increased sales and satisfaction of healthcare service providers.
Recommended Citation
Sander, Guillermo, "Strategies for Improving Customer Retention for Medical Imaging Devices" (2022). Walden Dissertations and Doctoral Studies. 12546.
https://scholarworks.waldenu.edu/dissertations/12546
