Customer Value and CRM performance in B2B market: A study of South African fresh fruit export industry

Abstract

Growing competition for South African fresh fruit export has contributed to the need to understand customer value and its relation with performance of customer relationship management (CRM). This study is in the area of B2B marketing and is based on a framework provided by Wang, Lo, Chi and Yang (2004). This study covers buyers (32 in number) representing two major international markets (Europe and Asia) for South African fresh fruit exports. The relationships between the customer value, intangible and tangible indicators of CRM performance were examined using cross tabulation and chi-square tests. This paper intends to contribute to the less researched context of B2B markets in South Africa. The findings of this study may help in increasing the effectiveness of South African export in the Asian and European markets.