Physical Sciences and Mathematics Commons^™

Information Technology Strategies Automotive Retailers Use To Improve Customer Retention, Alexious Mulemba

Walden Dissertations and Doctoral Studies

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 …