Strategies Retailers Use to Build Brand Loyalty and Improve Customer Experience

Strategies Retailers Use to Build Brand Loyalty and Improve Customer Experience by Mekus D. Samuel MBA, American Intercontinental University, 2009 BBA, Andrews University, 1996 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2018 Abstract The use of strategy to build brand loyalty and improve customer experience by retail managers is essential in driving sales revenue and increasing profitability. Retail managers should perceive customer experience strategy as a tool for product differentiation, which could be leveraged to attain benefits, such as, repeat business, positive word of mouth, increased sales, and the competitive advantage. Some retailThe use of strategy to build brand loyalty and improve customer experience by retail managers is essential in driving sales revenue and increasing profitability. Retail managers should perceive customer experience strategy as a tool for product differentiation, which could be leveraged to attain benefits, such as, repeat business, positive word of mouth, increased sales, and the competitive advantage. Some retail managers may not fully comprehend customer experience strategy, and may solely focus on individual facets such as, customer service and employee training. This qualitative multiple case study explored the strategies retail managers used to build brand loyalty and improve customer experience. Olivier’s confirmationexpectation theory was the conceptual framework for this study. Ten retail managers from Castries, St. Lucia, who performed their roles for a minimum of 4 years, were selected to participate in semistructured interviews using purposive sampling. Data was also collected from company documents, such as, merchandising policy, the company’s website, and past campaign fliers. Three of the themes that arose from the thematic analysis of interview data and company documents were, building and sustaining brand loyalty, store image, and competitive advantage. Findings from this research may contribute to positive social change by providing retail managers a better understanding of customer experience and brand loyalty strategies as additional avenues to achieving operational results such as increased sales revenue, improved sales margins, and increased profitability. Local communities may experience increased employment opportunities, enhanced business activity, and increased tax receipts. Strategies Retailers Use to Build Brand Loyalty and Improve Customer Experience by Mekus D. Samuel MBA, American Intercontinental University, 2009 BBA, Andrews University, 1996 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2018 Dedication I dedicate this dissertation to the memory of my deceased father, Rufus Kenneth Henry, for his steadfast guidance, support, and mentorship in helping me achieve this goal. I would also like to dedicate this dissertation to the love of my life, Dr. Petra Alexander-Samuel for her encouragement and unrelenting support, my daughter Chloe Melladie Samuel and son Kyle D’mitri Dylan Samuel for their understanding and sacrifice, my mother, Sandra Olivia Samuel, and siblings Tranetta, Kaywana, Kerdus, Duranne, Abnaki, Veranjanie and Shakim for their obdurate support. I trust that this achievement will go a long way in inspiring those closest to me. Acknowledgments I would like to thank my supportive and encouraging chair, Dr. Gregory Uche, for his tutorship and unwavering assistance. To my second committee member, Dr. Patsy A. Kasen, and my URR, Dr. Robert J. Hockin, thank you for your support and guidance during my doctoral journey. To my sister in law, Martina Cornibert and friend Christine Gustave, thank you for your assistance.