Tzempelikos_2014_2.doc (503.5 kB)
Relational key account management: Building key account management effectiveness through structural reformations and relationship management skills
journal contribution
posted on 2023-08-30, 14:15 authored by Spiros Gounaris, Nektarios TzempelikosLiterature has widely recognised the importance of key account management (KAM) in building long-term customer relationships. Although KAM grounds significantly on the relationship marketing theory, most empirical studies focus on the financial impact a KAM programme can produce. Hence, only normative work can advise practitioners on the implications from adopting a relational approach in managing their business with customers who can help the supplier realise a broader set of strategic objectives. Drawing from 304 cases of different suppliers, this article seeks to start filling this gap in the literature and offer empirical evidence regarding the structural and relational implications from a KAM programme. In summary, the findings suggest that adopting a relational perspective through the development of key account management orientation (KAMO) will result in certain, necessary, structural reformationwhile allowing for specific relational skills to develop. Consequently, supplier's performance also improves.Moreover, this chain of effects remains strong independently of resources available to the supplier, suggesting that KAM can be a significant basis for developing a competitive advantage irrespectively of the supplier's size.
History
Refereed
- Yes
Volume
43Issue number
7Page range
1110-1123Publication title
Industrial Marketing ManagementISSN
0019-8501External DOI
Publisher
ElsevierFile version
- Accepted version
Language
- eng
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Legacy posted date
2016-04-07Legacy creation date
2018-12-06Legacy Faculty/School/Department
ARCHIVED Lord Ashcroft International Business School (until September 2018)Usage metrics
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