Date of Conferral



Doctor of Business Administration (D.B.A.)


Information Systems and Technology


Kenneth Gossett


AbstractFifty percent of all small businesses fail within the first 5 years of operation, which includes some small salon business owners who lack effective strategies to sustain and maintain their businesses beyond 5 years. Using contingency theory, the purpose of this multiple case study was to explore the strategies some small salon business owners use to sustain and maintain their business beyond 5 years. Five small beauty salon business owners in Georgia were selected based on their strategies to sustain their businesses beyond 5 years. Data were collected from semistructured interviews and public documents from participants’ business websites and social media. Thematic data analysis resulted in three themes: (a) offering incentives to loyal consumers, (b) actively promoting the business, and (c) providing excellent service to keep existing clients. The key recommendation for small business salon owners is to work collaboratively to meet and exceed customer expectations to keep existing customers happy and satisfied with services. The implication for positive social change includes providing a better quality of life to the local community, increasing jobs, and improving citizens’ welfare. Increased profits may also allow small business owners to offer discounts, incentives, and services to their community.

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Business Commons