Date of Conferral

4-15-2026

Degree

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

School

Management

Advisor

Kathleen Andrews

Abstract

Small cleaning service businesses often encounter challenges when attempting to reach decision-makers and obtain commercial contracts. Small cleaning service business leaders are concerned with securing contracts because the continual acquisition of agreements underpins both business stability and growth. Grounded in the service-dominant logic, the purpose of this qualitative pragmatic inquiry was to explore strategies small cleaning business leaders use to engage decision-makers and win contracts without relying on the use of social media marketing. The participants were five leaders from small cleaning businesses in the United States who had successfully secured contracts through alternative engagement strategies. Data were gathered using semistructured interviews and analyzed through Braun and Clarke’s six-step reflexive thematic analysis. Five primary themes emerged: (a) building client relationships through personal engagement, (b) leveraging strategic networking for growth, (c) demonstrating excellence in communication and attentive listening, (d) collaborative value creation through strategic partnerships, and (e) business initiative and proactive outreach. A key recommendation is for small cleaning business leaders to adopt structured networking practices, including active participation in local chambers of commerce and industry events, to build relationships with decision-makers and strengthen contract acquisition efforts. The potential implications for positive social change involve small cleaning service business leaders adopting relationship-focused engagement strategies, which may improve business sustainability, create additional employment opportunities, and promote economic participation within local communities.

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