Customer relationship management: a comparative analysis of family and nonfamily business practices*.

It has been reported that family businesses perceive of the best customer service as critical to the coming time of their businesses. However, little research into the customer relationship management (CRM) practices of family businesses has been performed. In this application of mind 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 succes when they do implement it. However, using a logit regression type we find that the actual implementation strategies of