A Conceptual and Empirical Examination of Key Account Management Orientation and its Implications – The Role of Trust

The importance of Key Account Management (KAM) in building long-term relationships between buying and selling firms is widely acknowledged in the literature. However, this relationship-oriented perspective of KAM lacks appropriate empirical examination. To fill this gap, the present study uses data from 304 personal interviews to empirical examine the impact of Key Account Management Orientation (KAMO), a set of values that reflect supplier’s attitude and behavior towards KAM, on supplier’s performance. The study also examines how the trust between the two parties relates to this relationship. Findings confirm the positive influence of KAMO on both financial and non-financial performance and the mediating role of trust in the KAMO – performance relationship. Academic and managerial implications are discussed.