Date of Conferral

2022

Degree

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

School

Business Administration

Advisor

Lionel L. De Souza

Abstract

Ineffective customer acquisition and retention strategies can negatively impact performance and business sustainability. Telecom managers who lack effective strategies to retain customers, acquire new clients, and ensure sustained business performance, may experience a decline in market share. Grounded in the customer retention management theory, the purpose of this qualitative single case study was to explore strategies successful telecom marketing managers in Western Senegal use to retain customers, acquire new clients, and ensure sustained business performance. The participants were three marketing managers of major telecom firms in Western Senegal with at least 3 years of experience successfully managing customer service departments. Data were collected using semi-structured interviews and secondary sources from organizational and government websites. The logical and sequential process for the data analysis was based on O’Connor and Gibson’s five-step process. The three major themes identified were the importance of data, adaptive marketing as a customer retention technique, and promotional campaign strategies to increase market share. The recommendations include using the customer relationship management balanced scorecard and providing training to the team to increase customer acquisition and retention. The implications for positive social change include the potential to increase company revenues, job security for employees, and employment opportunities in Senegal, thereby leading to increased prosperity in the community.

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Business Commons

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