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An Evaluation of Customer Relationship Management (CRM) Practices among Agribusiness Firms

By Jr. Antonio Torres, Jay T. Akridge, Allan W. Gray, Michael Boehlje and Richard Widdows

Abstract

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.customer relationship management (CRM), marketing, strategy, information technology, cluster analysis., Agribusiness,

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