Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Patsy Kasen
Abstract
Equipment rental business leaders that employ inadequate customer retention strategies negatively impact organizations’ performance and profitability. Improved customer retention strategies might improve key customer retention and increase market share. Grounded in the customer retention management theory, the purpose of this qualitative multiple case study was to explore strategies rental leaders use to retain customers. Participants were 10 equipment rental leaders from the Southwest Region of the United States that successfully retained their key customers through effective customer retention strategies. Data were collected using semistructured interviews and a review of materials from organizational websites regarding customer order fulfillment and technology. Through thematic analysis, three themes were identified: (a) customer engagement, (b) customer fulfillment, and (c) technology. A key recommendation for equipment rental business leaders is to identify customer needs and conduct customer surveys. The implications for positive social change include the potential for higher tax revenues for the community.
Recommended Citation
McNeil, Katrell Shalaine, "Equipment Rental Companies Leaders’ Customer Retention Strategies" (2022). Walden Dissertations and Doctoral Studies. 13573.
https://scholarworks.waldenu.edu/dissertations/13573
