Date of Conferral
6-27-2024
Date of Award
June 2024
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Michael Campo
Abstract
Enhancing customer retention is critical for U.S. credit unions to maximize competitiveness. Credit union leaders are concerned with customer retention because the loss of customers can negatively impact profitability and sustainability. Grounded in the expectation-confirmation theory, the purpose of this qualitative multiple case study was to explore the strategies that U.S. credit union leaders use to build customer retention. The participants were six credit union leaders successful in retaining customers. Data were collected using semistructured interviews and a review of organizational documentation. Four themes were identified through thematic analysis: credit union leaders build customer retention through excellent customer service; credit union leaders build customer retention through unique, competitive products and services; credit union leaders build retention by seeking customer feedback and satisfaction; and credit union leaders build retention through employee training. A key recommendation is to build customer retention by training employees to deliver excellent customer service and use surveys to solicit customer feedback, which can be used to enhance credit unions’ product and service offerings. The implications for positive social change include the potential to increase the profitability of credit unions, which can increase tax revenues that can be used to support local communities.
Recommended Citation
Cooper, Nira N., "Strategies Credit Union Leaders Use to Build Customer Retention" (2024). Walden Dissertations and Doctoral Studies. 15977.
https://scholarworks.waldenu.edu/dissertations/15977
