Date of Conferral
Doctor of Business Administration (D.B.A.)
Between the years 2013 and 2016, e-commerce sales grew as a percent of total retail sales in the United States from 5.8% to 8.5%, an increase of $129 billion. Some brick-and-mortar (B & M) retailers struggle with maintaining the historic levels of revenue in their stores. A multiple case study design with retail store managers was used to understand what factors engage customers to shop at B & M store locations. The consumer-dominant value creation logic was the conceptual framework. Data were collected from semistructured interviews with 5 retail store managers in Texas who demonstrated successful strategies for engaging customers in their B & M stores, and notes from observations. Data from semistructured interviews were analyzed with a traditional method to identify themes. The found themes included fun at work, customer connection, relationship, pride, and genuine care. The implications of this study for positive social change include the potential to enhance the economic vitality and development in the surrounding community by creating additional jobs and generating additional income for members of the community that could be spent in local economies.