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Strategies For Improving Customer Retention For Medical Imaging Devices, Guillermo Sander

Walden Dissertations and Doctoral Studies

Some sales managers of medical imaging devices lack strategies to improve long-term customer retention. Increasing retention can save these sales managers up to 50% of their customer acquisition costs. Grounded in the service profit chain theory, the purpose of this qualitative multiple case study was to explore strategies sales managers of medical imaging devices use to improve long-term customer retention. The participants comprised seven sales managers of medical imaging devices from three companies who successfully achieved long-term customer retention. Data were collected using semistructured interviews and public documents. Thematic analysis was used to analyze the data. Three themes emerged: value-added …