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Assessment of Farmers’ Knowledge of Customer Relationship Management in Agribusiness

Abstract

The study assesses farmers’ knowledge of customer relationship management in agribusiness. Customer relationship management involves the systematic development and maintenance of relationships between farmers and their customers through effective communication, customer service, feedback collection, record keeping, and responsiveness to customer needs. Adequate knowledge of customer relationship management can help farmers retain customers, understand market preferences, improve service delivery, and strengthen the sustainability of their agricultural enterprises. Assessing farmers’ knowledge of customer relationship management is therefore important for understanding their ability to maintain productive and long-term customer relationships. The study will determine the level of farmers’ knowledge of customer relationship management in agribusiness. It will specifically assess farmers’ knowledge of identifying customer needs, maintaining customer records, communicating with customers, responding to enquiries, handling customer complaints, collecting customer feedback, maintaining regular customer contact, providing product information, and developing long-term customer relationships. The study will also examine farmers’ awareness of the importance of customer relationship management for agribusiness development and market participation. A descriptive survey research design will be adopted for the study. The population will comprise farmers in the selected study area, from whom respondents will be selected using an appropriate sampling procedure. Data will be collected through structured questionnaires designed to obtain information on farmers’ knowledge and awareness of customer relationship management practices in agribusiness. The data collected will be analyzed using frequency counts, percentages, mean, and standard deviation to determine the level of farmers’ knowledge of customer relationship management. The study is expected to reveal varying levels of farmers’ knowledge of customer relationship management practices. Farmers may demonstrate greater knowledge of direct communication and basic customer interactions, while knowledge of structured practices such as maintaining customer records, systematically collecting feedback, handling complaints, monitoring customer preferences, and maintaining regular customer contact may be comparatively limited. The study may also identify gaps in farmers’ understanding of how customer relationship management can support customer retention and agribusiness development. The findings will provide useful information to agricultural extension personnel, policymakers, farmer organizations, agribusiness stakeholders, agricultural development agencies, and other institutions involved in supporting farmers’ enterprise development. The findings are expected to identify areas where farmers require additional education and practical training on customer relationship management. Such information can assist extension personnel in developing training programmes that strengthen farmers’ communication, customer service, feedback management, marketing, and business relationship skills. The study will conclude that adequate knowledge of customer relationship management is important for maintaining productive customer relationships and supporting sustainable agribusiness activities. It will recommend strengthening extension education on customer relationship management, providing practical training on customer communication and complaint handling, encouraging farmers to maintain customer records, and promoting the use of appropriate digital communication tools. Improving farmers’ knowledge of customer relationship management is expected to support stronger customer relationships, improved market responsiveness, and sustainable agribusiness development.

Keywords: Farmers’ knowledge, customer relationship management, agribusiness, customer relationships, customer service, customer satisfaction, agricultural marketing, agricultural extension, customer communication, customer feedback, customer retention, business relationships, farmer enterprises, market participation, agribusiness development.