Date of Conferral
2023
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Jill Murray
Abstract
The inability to satisfy customers in the hospitality industry is a concern for business managers, as a decrease in customer satisfaction can lead to unhappy customers, which adversely affects business performance and profitability. Grounded in the customer relationship management theory, the purpose of this qualitative multiple-case study was to explore how managers of boutiques improve customer satisfaction and increase profitability. Participants were four boutique hotel managers in the metro Detroit area who successfully improved customer satisfaction and increased profitability. Data were collected from semistructured interviews, customer reviews, hotel website documents, customer indices, and hotel industry reports. Data were analyzed using Yin’s five-step thematic analysis process, resulting in four themes: customer orientation practices, customer satisfaction and loyalty, creating positive customer experiences, and technological capabilities. A key recommendation for business managers is to provide a complimentary gift to customers visiting the hotel on special occasions. The implications for positive social change include the possibility of increased job security for employees and environmental sustainability for the local community.
Recommended Citation
Davis, LaKewa, "Customer Relationship Management in the Hotel Industry" (2023). Walden Dissertations and Doctoral Studies. 13299.
https://scholarworks.waldenu.edu/dissertations/13299
