A CRM process maturity model emphasizing the supply chain capabilities: A case study of the organic agricultural products supply chain

The present study aims to develop a Customer Relationship Management Process Maturity Model based on the specific capabilities of organic products supply chains. Such an approach, being a new theoretical subject, is perfectly fitted to the value chain concept that refers to the generation of values through supply chain stages for the end customer. The data were collected using a questionnaire including 31 items answered by the consumers of organic agricultural products. Then, the obtained data were analyzed through Exploratory Factor Analysis to extract the main factors affecting the customer's purchase decision. Next, the overall capabilities of the supply chain were ranked according to the consumers’ needs in the organic agricultural supply chain using House of Quality Matrix. Then, the maturity levels of CRM sub-processes were defined according to the GSCF framework, and a maturity assessment framework was developed. Finally, the organic agricultural supply chain was evaluated using the proposed model. According to the customer preferences in an organic agricultural supply chain, credibility is the most important factor, followed by quality, accountability and collaboration. Also, maturity assessment using the model showed that the implementation of product / service contracts is most in need for improvement. Therefore, some suggestions on making improvements are proposed by experts.