Customer Relationship Management Practices: What Effect of Culture in the B to B Agri-Food Context?

Abstract

The present research aims to investigate Customer Relationship Management practices in the Business to Business context and in particular in relationships between producers and distributors. A qualitative study was carried out in Moroccan agri-food companies to explain influence of culture on CRM practices in this context.The results of this study suggest the importance of relationships practices in agri-food loyalty strategies. However, to maintain distributors’ loyalty, agri-food companies neglected the role of dependence. This result is justified by culture in the agri-food context of the Souss Massa region in Morocco.

Keywords: Agri-food, B to B relationships, CRM, culture, dependence.

DOI: 10.7176/EJBM/11-8-08

Publication date:March 31^st 2019