Date of Conferral
3-14-2024
Date of Award
March 2024
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Michael Campo
Abstract
Maximizing customer retention is paramount for U.S. small retail businesses’ success in the marketplace. Leaders of U.S. small retail businesses are concerned about customer retention because the loss of customers can negatively impact profitability, viability, and competitiveness. Grounded in general systems theory, the purpose of this qualitative pragmatic inquiry was to identify and explore successful strategies that some U.S.-based small retail business leaders use to retain customers. The participants were 10 small retail business leaders in Washington, D.C., Maryland, and Virginia region who successfully implemented strategies to retain customers. Data were collected using semistructured interviews and public documents. Through thematic analysis, four themes were identified: (a) providing good customer service, (b) ensuring customers received high-quality products or services, (c) using social media to interact with customers and for marketing, and (d) ensuring corporate social responsibility. A key recommendation is for small retail business leaders to train employees on industry trends, improving product knowledge and customer service skills. The implications for positive social change include the potential to increase customer retention and enhance a small business’ viability and employment opportunities, which can have a positive impact on local communities and tax revenues.
Recommended Citation
Fisher -Robinson, Wanda Ann, "Strategies U.S. Small Retail Business Leaders Use to Retain Customers" (2024). Walden Dissertations and Doctoral Studies. 15408.
https://scholarworks.waldenu.edu/dissertations/15408
