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Ciência Rural

versão On-line ISSN 1678-4596

Resumo

NUNES, Amanda Letícia Pit; ABI-SAAB, Otavio Jorge Grigoli  e  RALISCH, Ricardo. Customer relationship management in the agricultural machinery market. Cienc. Rural [online]. 2017, vol.47, n.7, e20160974.  Epub 22-Jun-2017. ISSN 1678-4596.  http://dx.doi.org/10.1590/0103-8478cr20160974.

Customer Relationship Management can be regarded as a business approach. The objective was to know the customers, meet their expectations, and thus build customer loyalty. Although, the agricultural sector makes significant economic contributions to the Brazilian market and induces sharp competition among its companies, a huge opportunity still presents itself for the diffusion and implementation of CRM in the agricultural machinery sector. This study aimed to highlight the importance of customer management, by introducing the customer relationship management (CRM) concept. This is possible in the event of reselling agricultural machines, with the intention of retaining the customers and raising the profitability of these companies. It is necessary to understand CRM as more than a mere a concept or a tool. It is a business strategy, an endeavor that must be endorsed by the entire company. The concessionaire must be perceived as greater than a mere reseller. It is to be viewed rather as a problem solver, as one who offers services that are high in quality and meet client specifics.

Palavras-chave : concessionaire; customer loyalty; CRM; marketing.

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