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

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,