Date of Conferral
2020
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Gregory Uche
Abstract
Business managers in the automotive retail industry face challenges in retaining customers in sales operations. Automotive business managers' failure to retain customers negatively affects sales, revenue, and sustainable business performance. Grounded in expectation-confirmation theory, the purpose of this qualitative multiple case study was to explore the IT strategies some business managers use in the automotive retail industry to retain customers. The participants comprised 4 business managers from 2 automotive retail dealerships in the Western Region of Saudi Arabia, who used IT strategies to retain customers. Data were collected from semistructured interviews, interview notes, and company documents. Four themes emerged: customer engagement, e-commerce platform, change management and customer loyalty programs, and virtual showroom and customer feedback. A key recommendation includes utilizing e-commerce platforms as an IT strategy to retain customers for improved financial and business sustainability. The implications for positive social change include the potential for business managers in automotive retail dealerships to create job opportunities, provide social amenities and welfare to the local people to improve and promote the regional communities' economic development.
Recommended Citation
Mulemba, Alexious, "Information Technology Strategies Automotive Retailers Use to Improve Customer Retention" (2020). Walden Dissertations and Doctoral Studies. 9780.
https://scholarworks.waldenu.edu/dissertations/9780
