Date of Conferral

3-20-2025

Date of Award

March 2025

Degree

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

School

Business Administration

Advisor

Inez Black

Abstract

African American business owners experience challenges in enhancing customer experience and increasing sales. African American retail business owners are concerned with financial and technological limitations because these factors directly impact customer satisfaction and overall sales growth. Grounded in the theory of technology advancement and heuristic theory, the purpose of this qualitative pragmatic inquiry was to explore the financial and technological strategies that African American retail business owners of medium-sized retail supply chain retail organizations in the Northeastern United States use to enhance the customer experience and increase organization sales. The participants were six African American retail business owners who have enhanced the customer experience and increased sales with effective financial and technological strategies. Data were collected through semistructured interviews and public document analysis. Thematic analysis revealed four themes: (a) financial strategies for enhancing customer experience, (b) integration of technology for operational efficiency, (c) approaches to delivering exceptional customer experience, and (d) feedback collection and application. A key recommendation is for African American business owners to incorporate adaptive digital solutions and financial planning to maintain competitive advantage. The implications for positive social change span organizational, community, and societal levels by enhancing customer experiences, improving business sustainability, stimulating local economies, creating jobs, reducing economic disparities, promoting wealth generation, and fostering a more inclusive, equitable, and resilient society.

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