Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Lionel de Souza
Abstract
AbstractBusinesses' billions of dollars invested in customer relationship management (CRM) initiatives have often not delivered the anticipated financial returns. Supermarket managers are concerned when CRM initiatives fail to acquire and retain customers. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative single case study was to explore strategies supermarket managers use to leverage and improve financial returns from CRM investments. The participants were six supermarket managers employed in a supermarket chain of seven stores who implemented strategies to improve financial returns from CRM investments. Data were collected using semistructured interviews and a review of industry documents. Through thematic analysis and methodological triangulation, three themes emerged (a) customer service orientated practices, (b) building customer loyalty, and (c) knowing and understanding customers. A key recommendation for supermarket managers is to train employees on best practices for good customer relations. The implications for positive social change include the potential for the increased profitability of grocery businesses, which could benefit the community by providing employment opportunities for the local workforce.
Recommended Citation
Bordallo, Dolores C,, "Exploration of Successful Customer Relationship Management Strategies in Guam Supermarkets" (2022). Walden Dissertations and Doctoral Studies. 12270.
https://scholarworks.waldenu.edu/dissertations/12270
