Customer Relationship Management: A Comparative Analysis of Family and Nonfamily Business Practices*
对比82家家族企业和370家非家族企业的客户关系管理实践，发现两者对CRM的态度和认知相似，但实际实施策略存在显著差异，且不受企业规模和行业影响。
It has been reported that family businesses perceive excellent customer service as critical to the future of their businesses. However, little research into the customer relationship management (CRM) practices of family businesses has been performed. In this study, we examine CRM implementation among 82 family and 370 nonfamily firms. Family and nonfamily businesses report similar attitudes toward the importance of CRM, their knowledge of CRM, and their success when they do implement it. However, using a logit regression model, we find that the actual implementation strategies of family businesses are significantly different from those of nonfamily businesses. These results remain constant when controlling for size and industry sector.