Framework of manufacturer-retailer relationship in the manufactured housing construction

Purpose – The purpose of this paper is to analyze the current customer relationship management (CRM) with regard to manufacturers and retailers in the US manufactured housing (MH) industry and to present an MH industry-specific framework of CRM system. Design/methodology/approach – An overall CRM system was investigated through a questionnaire survey and interviews with industry experts. Based on the analysis of current CRM and the specific data collected, a framework of manufacturer-retailer relationship optimization model (MRROM) for the MH industry was developed and validated trough the MH industry practitioners. Findings – MRROM describes the overall framework of an industry-specific CRM solution for the MH industry and suggests a new paradigm for the MH customization process as a focus area. Research limitations/implications – This research only focused on the framework of optimal CRM system at the macro levels and an optimization model in the critically constrained manufacturer-retailer relationship areas. Practical implications – The proposed framework of MRROM can be used for developing the CRM vision and CRM strategies for the MH industry. It can then be the basis of an assessment of the current and required CRM capabilities of the enterprise. Originality/value – Supply chain management for the MH industry is a new area of research. The proposed MRROM will contribute to improving the effectiveness and long-term success of the supply chain in the MH industry. In addition, the proposed MRROM can be applied to other industries in the similar circumstances as well and is expected to facilitate the overall sales process.