Date of Conferral

2017

Degree

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

School

Business Administration

Advisor

Charles Needham

Abstract

Historically Black colleges and university managers lack sufficient understanding of customer-relationship management strategies to create high enrollment rates leading to increased financial stability. The focus of this qualitative single case study was to explore customer-relationship management strategies managers use to improve financial performance from historically Black colleges and universities located within the state of Georgia with a student enrollment that exceeds 2,000 students. The conceptual framework for this study was the general system theory. Data were collected using semistructured interviews and employee handbooks. The data analysis consisted of compiling the data, disassembling the data into common codes, reassembling the data into themes, interpreting the meaning, and reporting the themes. The use of member checking and methodological triangulation increased the trustworthiness of the study. Themes that emerged were efficiencies with technology, student retention, and financial performance. Using up to date and effective technology including customer relationship management, and creating strategies to focus on student retention can help educational organizations improve their financial performance. The potential for social change includes the opportunity to increase the graduation and student retention rates to provide more opportunities for local business leaders and enhance the economic sustainability of local communities.

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