Date of Award

2025

Degree Name

Business Administration

College

College of Business

Type of Degree

D.B.A.

Document Type

Dissertation

First Advisor

Dr. Marc Sollosy

Second Advisor

Dr. Dennis Emmett

Third Advisor

Dr. Joshua Aaron

Abstract

This study strives to understand drivers of repurchase intent for service-based small businesses in terms of firm attributes and service conveniences. This study also examines the impact of customer satisfaction on repurchase intent in service-based small businesses. The theories used for this research are Economic Utility Theory and the Theory of Planned Behavior. This research aims to identify which factors are most important when starting the customer journey with a service-based small business, including signing up for the service, realizing the benefit, and the customer’s intention to repurchase. This research will compare firm attributes, including price discounts and service conveniences. This research will survey people paying for a service to see which options helped make their decision easier, added convenience, and what they value as most important compared to firm attributes. This research focuses on four of the five dimensions of convenience (access, transaction, decision, and benefit). Within these areas, this research aims to identify how they affect a consumer’s decision to buy or sign up for a service. The anticipated outcome of the research is to help in-person learning small businesses make better marketing and management decisions to help them meet their customers where they are.

Subject(s)

Small business.

Industrial management.

Marketing.

Customer relations.

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