Date of Conferral

5-9-2024

Date of Award

May 2024

Degree

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

School

Business Administration

Advisor

John Bryan

Abstract

Online customer services have always been difficult for companies to handle using either employees or management. The general business problem is that leaders of retail organizations face challenges to satisfy and retain customers. The specific business problem is that some corporate retail leaders in retail organizations with multiple locations lacked effective strategies to train employees to improve online customer support. Grounded in the theory of diffusion of innovation and transformational leadership, the purpose of this qualitative pragmatic inquiry was to explore strategies corporate retail leaders use to train employees to improve online customer support in multiple locations. These developments implement strategies for online employee training to improve customer support. The participants for this study were 8 corporate leaders with experience using strategies to train employees to improve online customer support in multiple locations. The criteria for selecting participants for this study included previous experience and training in retail customer relations and online customer support. Data were gathered via semistructured interviews and an examination of organization employee handbooks. Thematic analysis revealed three key themes: (a) acknowledging employee efforts, (b) fostering transparent communication, and (c) promoting a healthy work-life balance. A training and development need stemmed from the requirement to equip employees with proficient customer service abilities. Business leaders should implement monthly employee recognition awards to commend achievements. This recommendation bears implications for fostering positive social change, encompassing the retention of talented employees and bolstering support for the local workforce.

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