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An Evaluation of Customer Relationship Management (CRM) Practices among Agribusiness Firms AgEcon
Torres, Antonio, Jr.; Akridge, Jay T.; Gray, Allan W.; Boehlje, Michael; Widdows, Richard.
Customer Relationship Management (CRM) has received much attention in the business press as a management process to enhance firm performance. This research highlights differences between groups of respondents who believe their firm's CRM program is performing at a high level, as compared to those not satisfied with the performance of their CRM initiative. Cluster analysis was used to develop a taxonomy of respondents based on their perceived CRM performance. The resulting clusters are then profiled on both demographic variables as well as a core set of activities/behaviors to better understand key differences in the CRM programs of agribusinesses.
Tipo: Journal Article Palavras-chave: Customer relationship management (CRM); Marketing; Strategy; Information technology; Cluster analysis.; Agribusiness.
Ano: 2007 URL: http://purl.umn.edu/8169
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